Decathlon France reported a 4 percent year-on-year increase in like-for-like sales through July 2025, outpacing the broader French sporting goods market, which fluctuated between a 2.8 percent decline and 1 percent growth, depending on the source. The figures were announced by Bastien Grandgeorge, CEO of Decathlon France, at the opening of a new Decathlon City store in Paris Montparnasse, with sport-guide.com reporting on it first.
Key categories driving growth included running and water sports, both of which increased by 16 percent year-to-date, and hiking, which rose by 7 percent. The number of active customers – those who purchased something within the past 12 months – rose by 13 percent, while in-store traffic grew by 2 percent.
Grandgeorge attributed the performance to staying true to Decathlon’s core mission of making sports accessible and to a strategic price reduction. Since September 2024, Decathlon has implemented five waves of price cuts, impacting 1,500 products. “Growth in France has been driven by price accessibility in our core range,” he said.
Back-to-school promotions reflect this strategy, with 890 deals launched across private-label and international brands. Promotions will include discounts of 40 to 50 percent on products from Adidas, Kappa and Puma, particularly in kids’ footwear and apparel.
Looking ahead, Decathlon plans to reduce retail floor space by 10,000 to 12,000 sqm in 2025. The space will be repurposed for food services, sports activity zones or sublet to other brands, following a model tested at the Montpellier Odysseum location.
