E-commerce has reportedly come to represent between 6% and 8% of Décathlon's sales in France, and it being used heavily by the company to sell its more voluminous products in the tough German market
The world’s largest fashion retailer grew net sales 3.2% to €39.9bn; early FY2026 trading running at 9% constant-currency growth.
Decathlon worked with London agency AMV BBDO and a 9-year-old on a new European campaign built around the emotional power of sporting firsts.
Swedish sports fashion brand targets new lifestyle categories in Sweden and Belgium, with total retail value estimated up to SEK 300m over three years.
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