Sporting it new: Flipkart to sell Decathalon merchandise
BENGALURU: Online marketplace Flipkart Ltd has tied up with sporting goods seller Decathlon to bring Decathlon’s merchandise on its platform, the company said in a statement on Monday.
The entire range of products sold by Decathlon in offline stores including sports equipment, fitness products, clothing, footwear and accessories will be listed on Flipkart under the tie up.
Flipkart will list over 120 product categories from top sports and fitness brands like Quechua, Domyos, Kipsta, Btwin and Kalenji among others.
Over 30 sports lines are expected to go live by December of this year, the company said.
The partnership will allow Decathlon to market to Flipkart’s customer base of over 100 million, including in tier 2 cities and towns across India.
Products sold by Decathlon on Flipkart will be available at the same prices as in the physical stores.
“Consumers value the Decathlon brand due its international appeal and wide range of product inventory. From specialized product lines like camping, diving, snorkelling to basic fitness accessories, Decathlon has a competitive edge over its competitors due its large collections of brands. It’s a win-win for both Flipkart and Decathlon,” Rishi Vasudev, head of Flipkart Fashion said in an interview.
“The sports & fitness industry in India is estimated to be worth $1.8 billion, while the online penetration in the category is currently pegged at only 7%. Flipkart, already being the market leader in the online Sports & Fitness wear and equipment category, has witnessed a 100% YoY growth in the category” Rishi added in a statement.
Flipkart is aggressively expanding into new product categories in a bid to keep with its US-based rival Amazon which is expanding into smart home devices, tie-ups with domestic manufacturers for Alexa, and digital payments in India.