Decathlon sets foot in Australia

By

Sarah Ahssen

Published
Apr 11, 2016

Decathlon is setting foot on the Australian market. The arrival will occur initially via the web, since the French sports retailer launched its own e-commerce site last week. Australian folk are now able to purchase the products from Decathlon's Passion brands on the decathlon.com.au website, and gear up to practice 35 sports.

To support product distribution throughout the country, Decathlon has opened a logistics warehouse in the Sydney area. Within a few months it will also be possible to deliver in New Zealand.

Finally, Decathlon stated it is evaluating the possibility of opening a store in the course of 2017, "although no precise location has as yet been determined. This multi-channel approach will represent a test for the company and for its future expansion in the country," stated the group.

In the Australian Financial Review magazine, Sylvain Baudens, Decathlon Australia's CFO and Business Developer, recently explained how the retailer is aiming to open between 35 and 40 stores in Australia in the next ten years.

In 2015, Decathlon generated a revenue of €9.1 billion, equivalent to a 12% rise. The retailer operates 1,031 stores (about 300 of them in France) in 28 countries, and generates 65% of its sales outside of France.