Decathlon Group recorded 5.2 percent revenue in constant exchange rates in 2024. Revenue rose 3.8 percent, reaching €16.2 billion when adjusted for unfavorable exchange rates. Digital sales now represent 20 percent of total revenue, including e-commerce, marketplaces and in-store connected orders.
Decathlon said it “reinforced its commitment to empower people to lead healthier, more active lives in 2024.”
“A year after unveiling its new ambition and strategy as well as its global brand identity, Decathlon has undergone a transformative journey, evolving as a multi-specialist sports brand that inspires everyone — from beginners to Olympic and Paralympic athletes — to embrace the power of sport, the company said in a media release.
The company said this transformation is underway, with 200 stores either newly opened or modernized, alongside an optimized brand portfolio to offer greater clarity and better serve its customers.
Decathlon expects, by 2026, to restructure 90 percent of its product offerings.
Rigorous cost-control measures reportedly mitigated the impact of cost inflation, allowing Decathlon to maintain its commercial momentum while ensuring affordable prices. Optimizing operational expenses remains a key priority for 2025 to support long-term growth.
Net income was €787 million in 2024, compared to €931 million in 2023.
Decathlon operates in 79 territories and continues its international development. In India, the company is investing €100 million ($111 million) over the next five years to expand its store count and manufacturing capabilities. In Germany, Decathlon plans to invest up to €100 million by 2027 in opening new stores and modernizing existing locations.
Decathlon said its partnership with the Paris 2024 Summer Olympics was a highlight of the year. Decathlon designed and manufactured the outfits for the 45,000 volunteers. This collaboration resonated with the public, with 1.8 million licensed products sold in 2024. In addition, Decathlon recorded a 10 percent increase in store traffic (omni-channel) across France during the Olympic Games and a 6.7 percent rise during the Paralympic Games.
In other Decathlon news, the company reported embarking on a new phase in its history, appointing Javier López as chief executive officer, replacing CEO Barbara Martin Coppola, who has had the role since March 2022.
“I am particularly honored by the confidence of Julien and the Board of Directors as I take up my new position, and I thank Barbara, with whom I have enjoyed working in the Executive Committee for the past three years,” offered López. “As a Decathlonian for 26 years, I’m proud of the work we’ve done over the years to bring the benefits of sport to more and more people around the world. Together, with all our teammates, we will, with determination, enthusiasm and humility, accelerate our economic development and our efforts to serve our human and environmental commitments.
Julien Leclercq, who has assumed the role of chairman of Decathlon’s Board of Directors, commented, “I would like to thank Barbara for the impactful work she has carried out over the past 3 years. Today, Decathlon is a sports brand that is increasingly recognized around the world for its products, its commitments and its positive impact. As Decathlon embarks on a new phase in its history, I have every confidence in Javier and his natural ability to bring people together to drive our ambition and identify new levers for sustainable growth while further strengthening our unique human and inclusive culture.”
Image courtesy Decathlon
