Based on a just-launched business plan for the next five years, Decathlon Germany aims to double its turnover to €2.5 billion in terms of gross merchandising value by 2026, compared with projected levels of around €950 million in 2021 and €1.3 billion in 2020. To help achieve this goal, the company wants to transform itself from a specialist sports retailer into a holistic sporting goods platform, including its recently launched digital marketplace. The main drivers are to be the five strategic sports segments of mobility (including cycling, which plays a major role in the Decathlon world), outdoor, water sports, fitness and athleisure. Almost 60 percent of the total revenues are expected to be generated through the digital channel in five years’ time, compared with 20 percent in 2020 and 40 percent this year. In addition to selling its 75 own brands, customers can already find more than 200 other brands with over 10,000 additional products on its marketplace, including Adidas, Reebok, Hummel, Pyua and a multitude of fitness brands. The company, which has rapidly become the largest integrated sporting goods retailer in Germany, plans to raise its network of physical stores to a total of 110 stores, up from 84 at the end of this year, after the closure of some small stores. They are meant to offer larger test areas and expanded services such as repairs or the sale of second-hand products. In addition, Decathlon is opening new offices in various cities in Germany to help attract more local talent.

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