Decathlon Germany was able to achieve record results in 2022 and broke the billion mark in sales for the first time. With these results behind them, the German branch of the French sporting goods retailer is looking to the future with optimism and is planning to invest EUR 50 million in stores and logistics this year.
In the last financial year, Decathlon Germany was able to increase its gross sales by 28.4 percent to 1.06 billion euros compared to the previous year. Earnings before taxes (EBIT) amounted to 30.1 million euros. In the individual product segments, the areas of outdoor, mobility, water sports and fitness were particularly strong, which together account for 70 percent of sales.
Online trade accounted for 28 percent of sales in 2022. Decathlon also relied on the introduction of new services for e-commerce – such as the ‘second use’ cycle model and delivery by cargo bike.
With its digital marketplace, Decathlon was able to expand its range to 62,000 products and integrate 300 partners – including brands such as Adidas and Hummel as well as the retailer Sport-Thieme.
“Decathlon.de has been online since 2009 and is an important pillar for us, but the expansion of other digital offers is just as important,” said Florian Bischoff, Chief Digital Officer at Decathlon Germany, in a statement. “In 2023 we are investing in our shopping app because more and more people are shopping with their smartphones. We would like to focus more on this customer behavior in the future.”
Decathlon continues expansion in brick-and-mortar retail
The sports retailer opened three new locations in 2022 – Augsburg, Stuttgart and Münster – and invested 38 million euros, including the modernization of branches and logistics centers.
The company wants to continue on this course in 2023 and open four new locations in Aachen, Hamburg-Oststeinbek, Mainz and Elmshorn. At the Elmshorn location, however, the fashion retailer is still in the process of deciding whether an opening this year is still possible, said André Weinert, CEO of Decathlon Germany, during a press conference on Tuesday. In addition, the store in Wallau will be expanded by 1,600 square meters and new mechanization technology will be introduced after the expansion of the logistics location in Schwetzingen has been completed. In total, Decathlon Germany plans to invest 50 million euros in its locations.
“The stationary trade remains an important mainstay for us,” said Weinert. “But it’s not just about having a number, it’s about having good quality stores in the right position, with good accessibility and visibility […] and then we take a little less risk because we really want to open the stores that we want to run for the long term.”
250 new jobs
Decathlon Germany has increased the number of employees by almost 2,000 to 5,520 since 2018, although there has also been a decrease during the pandemic – 5,116 in 2020 and 4,833 in 2021.
Despite the current shortage of skilled workers and demographic change, the company wants to increase the number this year. At least 250 new jobs are to be created in 2023, explains Tufan Günler, Chief People Officer (CPO) at Decathlon Germany.