Decathlon goes the extra mile to sell its sportswear to Britons
◆ French sportswear chain Decathlon has made a renewed push to sell more of its fitness clothes and gym kit to Britons after a jump in sales, writes Laura Onita.
The retailer, which first launched in the UK in 1999, sells equipment for 85 different sports. It employs 1,600 staff and made annual sales of £277m here, up from £236m previously.
The chain, seen as a competitor to Sports Direct by retail pundits because of its low prices, said it aimed to be profitable by the end of the year despite the challenges posed by Covid.
It plans to open a new store in Aberdeen this year and four more in 2021, adding to its 40-plus branches in the UK.
It invested £4.3m this year in its physical stores, website and logistics. Its parent company turned over €12.4bn (£11.4bn) in 2019.
Separately, sportswear brand Nike has said it plans to sell more of its wares directly to customers. The firm achieved its 30pc digital sales as a percentage of overall sales, including stores and wholesale, three years ahead of target.
Online sales rose 82pc during the June to August quarter, offsetting falling revenue in physical stores worldwide.