Decathlon [2] (from other Greek. Δέκαθλο - decathlon) is a French company specializing in the development, production and retail trade of sports goods for more than seventy sports. The company owns the Decathlon brand (Decathlon), as well as about thirty brands, each of which is “responsible” for a particular sport [3] :
| Decathlon | |
|---|---|
 | |
| Type of | Private company |
| Base | 1976 |
| Founders | |
| Location |  France : Villeneuve d'Ask |
| Key figures | Olivier Lecler (President), Michelle Aballea (CEO) |
| Industry | Manufacture of sports goods, clothing, footwear retail |
| Products | Sports equipment , sportswear |
| Turnover | ▲ € 9.1 billion (2015) |
| Number of employees | ▲ 78 000 (2016) |
| Affiliated companies | Quechua, Tribord, Domyos, B'Twin, Kipsta, Nabaiji, Wed'ze, Simond, Kalenji, Newfeel, Artengo, Inesis, Geologic, Caperlan, Solognac, Fouganza, Oxelo, Aptonia, Geonaute, Orao [1] |
| Site | decathlon.ru |
- Artengo ( tennis , squash);
- B'twin ( cycling ) [4] ;
- Quechua ( hiking );
- Fouganza ( equestrian sport );
- Kalenji ( running );
- Aptonia ( health );
- Caperlan ( fishing );
- Domyos ( fitness );
- Geologic (archery, petanque);
- Geonaute ( orienteering );
- Inesis ( golf );
- Kipsta (football);
- Nabaiji ( swimming );
- Newfeel ( walking );
- Orao (kites and kites);
- Oxelo ( rollers , skates , scooters );
- Outshock (martial arts);
- Simond ( mountain climbing );
- Solognac ( hunting );
- Subea (scuba diving);
- Itiwit (rowing);
- Olaian (surfing);
- Tribord (sailing);
- Tarmak (basketball);
- Wed'ze (winter sports);
- Inovik (cross-country skiing);
- Atorka (handball);
- Offload (rugby);
- Copaya (beach volleyball);
- Oroks (hockey);
- Pongori (table tennis);
- Perfly (badminton);
- Sandever (beach tennis);
- Canaveral (darts);
- Allsix (volleyball).
The headquarters of the company is located in the French city of Villeneuve d'Ask , a suburb of Lille [5] .
Content
History
On July 7, 1976, Michel Leclerc, a cousin of Gerard Mullier, founder of Auchan, opens the first sports goods supermarket in the parking lot of the Auchan shopping center in Anglo, near Lille. The concept was to present under one roof and at the best price products for athletes of any level, from beginner to professional. In 1986, the first store opened outside of France in Dortmund , Germany. In 1992, the company entered the Spanish market, in 1999 - on the British. In 1999, it entered the US market through the acquisition of the MVP Sports network, which included twenty stores ( rebranded under the Decathlon USA brand), but in 2006 it announced its withdrawal from the US market and did not conduct operations there in 2010.
Owners and management
The owners of the company are the Mullet family (also control the Auchan network) [6] . The president is Mathieu Leclercq , the general manager is Michel Aballea [5] .
World Activities
As of December 2015, the company controlled about 1,031 [7] stores worldwide, of which three hundred were in France. In addition to Decathlon, stores open under the name Koodza. The company's production for 2007 was located in twenty-seven countries of the world (63.6% - Asia , 33.7% - Europe ).
- Israel : 4 shops
- Belgium : 25 shops
- Brazil : 19 stores
- Bulgaria : 4 shops
- Czech Republic : 9 shops
- China : 166 stores
- Croatia : 1 shop
- France : 300 stores
- Germany : 26 shops
- Hungary : 17 shops [8]
- India : 37 stores
- Italy : 106 stores [9]
- Kuwait : 1 store
- Netherlands : 6 shops
- Poland : 45 shops
- Portugal : 28 shops
- Romania : 17 shops
- Russia : 53 stores
- Spain : 133 shops
- Singapore : 1 Store [10]
- Sweden : 1 store
- Turkey : 15 shops
- Republic of China : 6 stores
- United Kingdom : 19 stores
- USA : (closed in 2006)
- Lebanon : 1 store
- UAE : 1 store
- Morocco : 4 shops
In 2014, the company had 64 thousand employees; as of December 2015, the number of employees worldwide was 70 thousand [7] . Revenues for 2009 amounted to 5.44 billion euros [6] , in 2015 the total turnover of the company amounted to 9.1 billion euros [7] .
Activities in Russia
The first store of the company in Russia was opened in 2006 in Moscow [11] . By the end of 2017, fifty-three stores operating under the Decathlon brand were operating in the country (sixteen in Moscow , five in St. Petersburg , two each in Krasnodar , Ufa , Kazan , Nizhny Novgorod and Samara , one each in Adygea , Barnaul , Bryansk , Vladimir , Volgograd , Voronezh , Yekaterinburg , Kostroma , Perm , Penza , Rostov-on-Don , Ryazan , Naberezhnye Chelny , Saratov , Tolyatti , Tver , Orenburg , Yaroslavl , Ulyanovsk , Tula , Tomsk , Tyumen , Krasnoyarsk .
The interests of Decathlon in Russia are represented by its subsidiary Oktoblu LLC (its revenue in 2008 amounted to 1.29 billion rubles, net profit - 49.7 million rubles) [6] [12] .
Until the end of 2015, Decathlon planned to begin production of shoes in Russia under the Quechua brand. These shoes are for outdoor activities and sports, but not for professional sports. Decathlon already has experience in manufacturing goods in the CIS countries. For example, the preparation of the upper for shoes is produced in Ukraine, and skis and ski boots in Yaroslavl [13] .
In March 2016, JLL, an environmental certification company, certified two Decathlon stores with the BREEAM environmental standard. As a result of certification, lighting in hypermarkets has become more energy efficient, and a “Building User Guide” has been developed for employees and visitors to retail outlets. It describes the system of objects that provide users with a comfortable stay inside. Certification received Shops from Tver, Ufa and Naberezhnye Chelny [14] .
The company is a sponsor of the Dynamo Bryansk football team [15] .
Decathlon.ru online store
In 2013, an online store was launched at decathlon.ru, where you can order any product from the range presented in stores. Delivery is available throughout Russia. In 2017, the opportunity of delivery to the Crimea opened, as well as the function of online booking of online orders in stores. The order is collected in the store and is available for pickup within an hour after making an online reservation.
In January 2017, a thematic blog for sports fans was launched - blog.decathlon.ru. In the blog you can read articles and recommendations on a specific sport, find tips on choosing products for sports, expert interviews.
Notes
- ↑ Favorite Stamps - Decathlon
- ↑ Rebranding in 2014 .
- ↑ Decathlon Neopr .
- ↑ A Brief History of B'TWIN . DecathlonUK .
- ↑ 1 2 Company Overview of Oxylane Group . // investing.businessweek.com. Date of treatment March 5, 2014.
- ↑ 1 2 3 Elena Dombrova . Summer Decathlon // Vedomosti - St. Petersburg, No. 89 (2607), May 19, 2010
- ↑ 1 2 3 Decathlon - About the Company . // decathlon.com/
- ↑ Decathlon store finder, Hungary . Date of treatment March 18, 2014.
- ↑ Decathlon Italia - Company Profile (inaccessible link) . Date of treatment August 12, 2014. Archived July 23, 2014.
- ↑ Viva Industrial Trust secures Decathlon as Technopark @ Chai Chee's Anchor Tenant (Apr 9, 2015). Date of appeal May 15, 2015.
- ↑ Lenta.ru . News , The first hypermarket of the French Decathlon chain will open in Russia (04/26/2006).
- ↑ About the company .
- ↑ Natalia Ishchenko, Elena Sukhorukova . Decathlon may place an order for the production of shoes under its brand in Russia , Vedomosti (02.20.2015).
- ↑ JLL certified Decathlon hypermarkets. CRE: Commercial Real Estate Market News. Commercial Real Estate News . Date of treatment March 28, 2016.
- ↑ Team-2016 . The official website of FC Dynamo-Bryansk .
Links
- Official website of the company (English)
- The official site of Decathlon in Russia
- B'TWIN Brand Website