The sporting goods retailer Decathlon is significantly expanding its branch network in Germany – and is thus also accelerating its growth. In a challenging market environment, Decathlon Deutschland SE & Co. KG, based in Plochingen near Stuttgart, was able to increase total sales to a good 1.27 billion euros. This corresponds to an increase of 8.8 percent compared to the previous year. In 2024, the company grew by 2.1 percent.
Things went particularly well in the cycling and running segments. According to the information, around 74 percent of sales were generated in the branches. In view of the high investment sums for the expansion, the French had to make further cuts in profits: the operating result (EBIT) rose by a good 2.9 percent to 28.1 million euros. In 2023, Decathlon reported a profit of more than 38 million euros. The retail chain did not provide any information about the net result.
The CFO of Decathlon Germany, Luca Guanella, said: “Our results reflect our consistent decision to invest specifically in expanding our branch network, modernizing existing locations and further developing our organization.” With investments of around 67 million euros, the basis was created in 2025 to implement the goal of 150 stores in a structured manner by the end of 2027.
Around 25 new stores this year
Decathlon announced its expansion plans around a year and a half ago. In 2025, the chain opened 18 new stores in Germany – including in Munich, Stuttgart, Frankfurt and Berlin. In addition, around a third of all existing branches were modernized. The number of locations was 105 at the end of 2025. Around 25 further openings are planned this year, for example in Oberhausen, Saarbrücken, Leverkusen and Trier.
With this step, Decathlon wants to move closer to its customers. Previously, the company mainly had stores that offered a wide range of products in large sales areas. These are still mostly outside the city centers. Smaller shops are now increasingly being built in shopping centers and pedestrian zones. They can specialize in one sport and adapt it to local needs.
Decathlon wants to grab market share
The sports retail market in Germany is worth billions – and is highly competitive. The industry continues to benefit from a trend towards health and sport. The top dog is Intersport, followed by Sport 2000. The mergers of independent sports retailers are also opening new stores. This is also possible because there are gaps in the market – among other things due to the loss of fashion stores and department stores with sports ranges.
Through the expansion, Decathlon wants to steal market share from the two dealer groups. At the end of 2025, around 6,000 people worked at the chain in Germany. The expansion is expected to create around 1,000 additional jobs by the end of 2027.
