The group has been cutting costs and plans to continue with this in 2025.
Decathlon Group has posted revenues of €16.2 billion for full-year 2024, for a year-on-year increase of 3.8 percent unadjusted or 5.2 percent at constant currency.
The group’s net result came in at €787 million, for a decrease of 15.5 percent unadjusted. This is the first dip below €900 million in at least four years (€931m in FY23, €923m in FY22, €913m in FY21).
The group says that over the year it implemented “rigorous cost-control measures” to mitigate cost inflation and “maintain its commercial momentum.” “Optimising operational expenses,” it continues, “remains a key priority for 2025 to support long-term growth.”
| Decathlon – Key figures | ||||
|---|---|---|---|---|
| Full year | ||||
| 2024 | 2023 | 2022 | 2021 | |
| Sales | €16.2bn | €15.6bn | €15.4bn | €13.8bn |
| Net result | €787m | €931m | €923m | €913m |
| E-commerce share | 20% | 17.4% | 17% | 21% |
| Countries of operation | 79 | 78 | 72 | 70 |
| Stores | 1817 | 1749 | 1,751 | 1,747 |
| Employees | 101100 | 101000 | 105,000 | 105,000 |
| Women on staff | 46.6% | 46.1% | – | – |
| Renewable electricity | 84.8% | 86.2% | 86.1% | 80% |
| Products repaired | – | 2.78m | 2.3m | – |
| Second-hand products sold | 1.35m | 1.02m | – | – |
| Source: Decathlon Group | ||||
Online sales have in recent years been hovering around one-fifth of total sales. In 2024 they accounted for 20 percent, up 8.6 percentage points from 2023 – although the proportion was higher, at 21 percent, back in 2021.
The group’s worldwide store count broke 1,800 in 2024, coming in at 1,817. This count had been varying around 1,750 for the previous three years. Total countries of operation has been increasing steadily, from 70 in 2021 to 79 in 2024.
The total number of employees, however, has decreased, going from 105,000 in both 2021 and 2022 to 101,000 in 2023 and a slightly higher 101,100 in 2024.
Decathlon has been reporting on the sources of the electricity it draws at both its stores and its warehouses. The proportion of electricity from renewable sources – which the group defines as wind, sun, water, biomass, geothermal and air generation – has been at or above 80 percent for the past four complete financial years. For FY24 it was at 84.8 percent.
In both 2022 and 2023 the group introduced a new reporting category for CSR, number of products repaired, which amounted to 2.3 and 2.78 million respectively. It reported no such figure this time around. In 2023, however, it added yet another CSR category: second-hand products sold. This was at 1.02 million in FY23 and rose in FY24 to 1.35 million.
FY24 was otherwise marked by, among other things, a €100 million investment in India (in August), its exit from Sweden (in July), an indirect cyberattack in Spain (in June), a £2 million loss in the UK (also in June), the group’s rebranding (in March) and the sale of 82 European stores (in February).
The group highlights in its report the launch of a wholly owned subsidiary called Decathlon Pulse that will be investing in and establishing partnerships with companies like the German outdoor retailer Bergfreunde and the French online retailer Alltricks. As we reported in October, Decathlon Pulse has invested also in Rebike Mobility, a German retailer of second-hand bikes.
