Decathlon wrapped up 2024 with a net sales figure of 16.2 billion euros, marking a 3.8% increase from the previous year. When you factor in constant exchange rates, that jumps to 5.2%. The sports equipment giant confirmed this in a statement, noting its net profit came in at 787 million euros – a 15.4% drop from 2023’s 931 million euros.
Online sales accounted for 20% of Decathlon’s total revenue in 2024, covering ecommerce, marketplace sales, and online orders placed in-store. That’s up from 17.4% in 2023. The company also made a push to update its physical presence, opening or renovating 200 stores last year. Decathlon’s goal is to overhaul 90% of its product offerings by 2026, focusing on relevance and sustainability.
As of 2024, Decathlon boasted 1,817 stores and 101,100 employees worldwide, with 1.18 billion products sold. The company credited strict cost controls with helping to offset inflation, allowing it to maintain sales momentum while keeping prices low for customers. Decathlon also emphasized the importance of optimizing operational expenses to support long-term growth.
The company has significant expansion plans, including a 100 million euro investment in India over the next five years to boost its store count and production capacity. In Germany, Decathlon will spend up to 100 million euros by 2027 on new centers and upgrading existing ones.
On the environmental front, Decathlon reported a 13% reduction in carbon emissions since 2021, aligning with its long-term decarbonization goals and the Paris Agreement’s Net Zero standard. In 2024, nearly half of its products (48.5”) were designed with eco-friendliness in mind, while 1.35 million second-hand items were sold and 3 million products were repaired. Decathlon also claims a 50% market share in sports equipment rentals.