Rebranded Decathlon reports sales rise in ‘transformative year’

For the full year ending December 31, 2023, Decathlon’s sales increased 4.4% to €15.6bn (£13.38bn) on a constant currency basis.

When adjusted for exchange rates, sales were up 1.15% during the same period. 

Decathlon said digital sales from ecommerce, connected in-store orders and external marketplaces accounted for 17.4% of the business’ total sales.

The French sportswear giant underwent a revamp of its global brand identity and introduced a new strategy in March 2024, launching its long-term “ambition to bring innovative and sustainable sport to everyone.”

Chief executive officer Barbara Martin Coppola said: “In 2023, businesses around the world operated within unprecedented circumstances. At Decathlon, we chose to use this moment to act and to transform. We laid many foundations for the future and I’m pleased with the result that we achieved. This is a testament to the dedication and commitment of our teammates. 

“I’m very proud of the strong reduction in our CO₂ emissions, while maintaining revenue growth. This is an absolute priority for Decathlon as part of our commitment to preserving our shared playground. 

“In 2024, with our new ambition and fresh brand launched, we have set Decathlon on a strong trajectory to build happier, healthier societies by Moving People Through the Wonders of Sport.”