Distribution of Sporting Goods | France

The sports market represents about 37 billion euros in France, or nearly 2% of the national gross domestic product (GDP) and is the favourite leisure activity of the French. The sports market is growing by an average of 5% per year. The market for the distribution of sporting goods is estimated to have generated around 10 billion euros in turnover in 2014, according to a study by the Professional Federation of Sports and Leisure Enterprises (IAKS). Sales of sports equipment like balls, rackets, etc. represent more than a third of the sports equipment market, ahead of textiles (29%), shoes (22%) and cycles (15%). The market's customer base is constantly growing, due to several factors such as the greater interest in health and well-being, the craze for "outdoor" activities, the strong media coverage of sport and the fall in consumer prices on sporting goods. 

 
The three main distribution channels for sporting goods are specialised shops, non-specialised shops such as supermarkets, ready-to-wear shops, traditional shoe manufacturers, etc. and non-store sales (online sales in particular). Small independent businesses have gradually disappeared to give way to integrated businesses and partners. Specialised retailers are therefore the main distribution channel for sporting goods, with more than 75% of the market share. The main market players are Decathlon, Intersport, Go sport and Sport 2000. Decathlon is the undisputed leader, far ahead of all the others with a 31% market share, Intersport follows, Go sport and Sport 2000 come second. 
 
These brands contribute to the growth of mass sports consumption and democratize the market by providing customers with direct access to a large quantity of sports equipment at low prices. They owe their success to their offensive strategy with the launch of new brands, partnerships with major sporting events, new store concepts, etc. The sporting goods market is therefore highly concentrated. At the same time, a new type of operator is required: that of distributors-producers. Companies such as Salomon, Adidas and Rossignol are increasingly competing with traditional distributors. Large retailers and department stores such as Galeries Lafayette are launching their own sports brands. 
 
 

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Décathlon (Oxylane)

  • Country : France
  • Turnover : 7.4 Mds € (2014)
  • Position : Leader

Décathlon est une entreprise française appartenant au groupe Oxylane et spécialisée dans la distribution d'articles de sport. Elle est présente dans 21 pays et réalise plus de la moitié de son chiffre d'affaires à l'international.

Intersport

  • Country : Switzerland
  • Turnover : 1.4 Mds € (2012, CA France)
  • Position : Leader

Intersport est une entreprise suisse née en 1968 et leader mondial sur le marché de la distribution d’articles de sport. Le groupe compte actuellement 5500 magasins situés dans 42 pays. La filiale française est en 2014 numéro 2 sur le marché de la distribution d’articles de sport. Elle compte plus de 500 points de vente et représente 12% du marché national.

Go Sport

  • Country : France
  • Turnover : 676 M€ (2012)
  • Position : Leader

Go Sport est une entreprise française créée en 1978 et spécialisée dans la distribution d’articles de sport. En 2013, l’enseigne détenait 9% du marché français, se plaçant en troisième position derrière Décathlon et Intersport. La société détient également la marque Courir, spécialisée dans la vente de chaussures. Elle compte près de 300 magasins en France.

Sport 2000

  • Country : France
  • Turnover : 560 M€ (2012, CA France)
  • Position : Leader

Sport 2000 est une entreprise française créée en 1996 et spécialisée dans la distribution d'articles de sport et de loisirs.Elle compte aujourd'hui 3600 magasins en Europe, se positionnant comme le deuxième distributeur européen derrière Intersport.

Foot Locker

  • Country : United States
  • Turnover : 192 M€ (2012, CA France)
  • Position : Leader

Foot Locker est une entreprise américaine créée en 2001 et spécialisée dans la distribution d'articles de sport. Elle est présente dans une vingtaine de pays à travers le monde.

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