Decathlon Germany has reported the most successful financial year in the company’s 35-year history. Since the first German store opened in Dortmund in 1986, the sporting goods manufacturer and retailer has expanded to 84 stores, two logistics centers and four campus locations for central services with a total of 4,833 employees. As part of the “Reshaping the Playing Field” strategy presented in November, Decathlon is committed to transforming the company from a specialist sports retailer into an all-encompassing sports platform by 2026.

For 2021, the company reported record net sales of €700 million – a growth of +4.9 percent compared to the previous year. The outdoor, fitness and mobility segments were in particularly strong demand and accounted for the largest share of sales in the sports segments. In turn, the best growth was seen in winter sports, team sports and water sports.

Decathlon Germany opened six new brick-and-mortar stores last year in Bremen-Brinkum, Offenburg, Paderborn, Munich-Unterföhring, Rosenheim and Jena. Digitally, everything was on course for growth: the sporting goods retailer increased its online sales in Germany by 50 percent compared to the previous year. The net sales of €700 million are thus broken down as follows: 60 percent brick-and-mortar and 40 percent to e-commerce (after returns). As a result, Decathlon Germany achieved a record EBIT of €30.9 million.

Along with its financial report, the company also emphasized its sustainability goals, which apply to Decathlon globally: by 2026, the entire product range of the group is to be converted to 100 percent Ecodesign products.

The company defines Ecodesign as reducing environmental impact throughout a product’s lifecycle without compromising functionality. For example, to meet the criteria, an Ecodesign product must be made of more than 90 percent organic cotton, more than 50 percent spin-dyed fabric, or more than 70 percent recycled polyester. In Germany, Decathlon already offers more than 1,000 products manufactured according to the Ecodesign criteria. The share of Ecodesign sales in 2021 was reportedly 10 percent.

In addition to the steady expansion of the Ecodesign range, the retailer is also increasingly focusing on sustainable services such as repairs and Second Use offerings. In Germany, last year around 15,000 returned products with slight signs of use were put back on sale at a reduced price via the Second Use program. Decathlon said that as-new returned products are directly reintroduced into the product range, with a rate of 98.5 percent in 2021. Regarding repairs, a total of 11,000 products were fixed in the German stores’ service points and regional workshops last year.