Decathlon closed the 2023 financial year a sales increase of 4.4% compared to the previous year, at a constant exchange rate. Adjusted for exchange rates and the impact of the closure of the business in Russia, sales increased by 1.15% and reached 16.9 billion US dollars (15,618 million euros).
Specifically, the French company has registered a net result of just over $1 billion (925 million euros), according to Forbes. In 2023, Decathlon sold a total of 1.19 billion items worldwide. From all, Online sales accounted for 17.4% of group sales in 2023 0.7% more than in the previous year.
Last month, Decathlon revealed its new mission to “move people through the wonders of sport” and the strategy behind its new goal to “make innovative and sustainable sport accessible to all”. The company wants to change the perception of the company from a value-oriented retailer to an innovative and specialized sporting goods manufacturer: “The ambitious global strategy is anchored in this goal and includes an improved and comprehensive customer experience, a strong commitment to sustainability and a comprehensive modernization of the company.«.
«In 2023, companies around the world were operating under unprecedented circumstances. At Decathlon we decided to use this moment to act and change. We have set a lot of course for the future and I am satisfied with the result achieved. This is a testament to the dedication and commitment of our teammates.“he defined Barbara Martin Coppola, CEO of Decathlonwith reference to the latest financial results.
New brand identity
In this context, Decathlon recently unveiled its new identity, which “reflects the company’s ambitions while celebrating its past”. With a more dynamic and different blue than we are used to, the brand welcomes a new logo called: “the orbit“expressing movement, the ambition to reach new heights and circularity at the heart of the world Decathlon’s sustainable business model. The company’s new identity aims to bring sport closer to everyone through a new and simplified brand portfolio.
Decathlon promotes circularity
The company, which promotes initiatives such as renting out and buying back unwanted products, has also committed to doing so Sustainability at the heart of its business modelbecause it is committed to doing so become net zero by 2050.
In this point, Decathlon explained: “works with its industry partners to decarbonize processes and pave the way for new business models based on circular economy and longer product life cycles«. Across its product range, Decathlon extends product life and enables customers to reuse, repair and recycle their products. Decathlon for the second year in a row reduced its absolute CO2 emissions by 10%, compared to a 2% reduction in 2022.
In addition, 39% of products sold benefited from an eco-design approach (23% in 2022). Last year, lCircular sales amounted to $456 million (around 422 million euros), 27% more compared to 2022.
«I am very proud of the significant reduction in our CO2 emissions while growing sales. This is a top priority for Decathlon as part of our commitment to preserving our shared playground«added its managing director, emphasizing that «in 2024, with our new ambitions and the launch of our new brand, We have put Decathlon on a solid path build happier and healthier societies “by guiding people through the wonders of sport”«.
