🎿 Decathlon simplifies brand portfolio
Decathlon has announced a major change in its brand structure. The French sports giant will integrate Wedze, its ski and winter sports brand, into Quechua. This aligns with a strategic shift launched in March 2024 to streamline its portfolio to just nine specialized brands. The move targets simplifying operations across its 80+ sports offerings while maintaining expertise in each category.
🌨️ Winter sports now under Quechua
Quechua, known for its mountain equipment, will now house all ski-related offerings, including snowboards, cross-country skis, and sleds. Wedze’s expertise will remain within the team, ensuring a seamless transition. Decathlon plans to execute this change gradually over two to three years to ensure customer and operational alignment.
🏢 New stores and technology upgrades
Decathlon is also rolling out new store models to cut transport costs and delivery times. These stores align with its strategy to focus on efficiency. New technologies are being implemented to enhance customer experience and support this reorganization. Decathlon’s simplification efforts reflect a focus on future-proofing its operations.
📈 Strong financial growth in 2023
The company closed 2023 with €15.6B ($16.6B) in sales, up 1.3% year-over-year. Online sales accounted for 17.4% of revenue, growing 0.7% from 2022. Net profit reached €931M ($993M), up 0.8%. Decathlon’s focus on simplifying operations seems to complement its financial momentum.
Will Decathlon's simplification boost its customer experience?
