Company profile - Last update 10/06/2021

Name: Decathlon

DUNS: 500569405

Turnover: 11.4 billion EUR (2019)

Website: https://www.decathlon.fr

Description

Decathlon France is the French subsidiary of Decathlon.

Decathlon (or Oxylane from 2008 to 2014) is a French retailer of sports and leisure products, founded in 1976 by Michel Leclercq.

The Decathlon group is not listed on the stock exchange, but is owned by a family holding company made up of 3 entities: the family of the former founding president, the employees and the Mulliez family. Its headquarters are located in Villeneuve-d'Ascq.

With more than 1,176 stores in 69 countries, including 324 in France, the group estimates its global turnover at more than €12.4 billion in 2019 and €3.3 billion in France.

The company does not own a brand but is a reseller. Its range is not the best on the market. In 2020, some of its scooters had to be recalled on the orders of the DGCCRF, because they had a malfunction.

 

Management and Shareholders

  • Estimated traffic on the Decathlon website  
Estimation of the traffic on the Decathlon website

France - 2020-2021, visitors

Source: SEMRUSH

 
  • Main keywords on which the Decathlon website is positioned
Keyword Position Previous position Search Volume
decathlon 1 1 6120000
trampoline 1 1 201000
treadmill 1 1 165000
elliptical bike 1 1 165000
decathlon bike 1 1 90500
electric bike 1 1 135000
freestyle scooter 1 1 135000
exercise bike 1 1 135000
decathlon paris 1 1 74000
skateboard 1 1 110000
scooter 1 1 110000
paddle 1 1 90500
camp bed 1 1 90500
draisienne 1 1 90500

 

  • Decathlon's main competitors
Domain Competitor Relevance Common Keywords
intersport.fr 0,34 35626
go-sport.com 0,29 40880
troc-velo.com 0,12 9262
probikeshop.com 0,1 11872
auvieuxcampeur.fr 0,08 7860
materiel-velo.com 0,08 8869
lecyclo.com 0,07 9334
bikester.co.uk 0,07 8004

 

Source : SEMRUSH

  • Brand awareness
Estimated brand awareness for Decathlon online

Google searches with and without the brand

Source: SEMRUSH

 

 
  • Examples of online advertising

Trampolines - Low prices at Decathlon - decathlon.com

https://www.decathlon.fr/gym-enfant/trampolines

Find our trampolines on decathlon.com. Fun in your garden! Trampolines: Domyos equips you to practice gymnastics. Free exchanges. Reference after-sales service.


Treadmills - Low prices at Decathlon

https://www.decathlon.fr/fitness/tapis_de_course

Find your treadmill on decathlon.co.uk Complete your equipment! Treadmills...


Ping Pong table - Very resistant outdoors - decathlon.com

https://www.decathlon.fr/

Find your ping pong table on decathlon.co.uk


News

February 11, 2020 - Decathlon business relaunched - source ( Les Echos )

  • After a 5% drop in sales in 2018, sales increased by 3% in 2019

September 23, 2020 - Decathlon is reducing its workforce - source ( Challenges )

  • Decathlon has lost 1,738 jobs, or 10% of its workforce, in one year
  • Yet, a gross profit of 54 million euros at the end of August 2020 despite 300 stores closed during the lockdown

January 21, 2021 - Decathlon, new NBA partner - source ( Les Echos ).

  • In January 2021, Decathlon signs a partnership with the NBA
  • Launch of the collection in March
  • 9 NBA franchises in new product line
  • Decathlon's range of sporting goods put forward

February 15, 2021 - Decathlon launches a sports mask - source ( Le Figaro )

  • A new mask to allow the practice of sports in the gym
  • The production of the mask was authorized on February 13 by Afnor, the French standardization association
  • A mask developed by the Sportlab research laboratory
  • Decathlon is one of the ten companies to start producing masks for sports