De­cathlon goes the ex­tra mile to sell its sportswear to Bri­tons

The Daily Telegraph - Business - - Business -

◆ 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.

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