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Decathlon reports 20024 revenues up and profits down
DECATHLON Group recorded revenue growth in 2024, with an increase of +5.2% compared to 2023 Adjusted for unfavorable exchange rates, revenue rose by +3.8%, reaching €16.2 billion. Digital sales now represent 20% of total revenue – including e-commerce, marketplaces and in-store connected orders. Rigorous cost-control measures mitigated the impact of cost inflation, allowing DECATHLON to maintain its commercial momentum while ensuring affordable pricing for customers. Optimising operational expenses remains a key priority for 2025 to support long-term growth.
Operating in 79 territories, DECATHLON continues its international development. In India, the company announced a significant investment of 100 million euros ($111 million) over the next five years to expand its store count and manufacturing capabilities. Similarly, in Germany, DECATHLON plans to invest up to 100 million euros by 2027, both in opening new stores and modernizing existing locations, reinforcing its commitment to growth and innovation across its global network.
In 2024 1817 stores were operational and they sold 1.18 billion products.
A major highlight of the year was DECATHLON’s partnership with the Paris 2024 Summer Olympics, reinforcing its role in making sport accessible to all, on a global stage. DECATHLON designed and manufactured the iconic outfits for the 45,000 volunteers. This collaboration also resonated with the public, with 1.8 million licensed products sold throughout 2024, reflecting strong consumer enthusiasm for the Games. In addition, DECATHLON recorded a 10% increase in store traffic (omnichannel) across France during the Olympic Games and a 6.7% rise during theParalympic Games period.
In 2024, DECATHLON launched DECATHLON PULSE, a fully owned subsidiary designed to explore new frontiers and drive additional long-term growth through strategic investments and partnerships, complementing a strong portfolio that includes high-performing companies like Bergfreunde and Alltricks. With a mission to invest in and partner with forward-thinking businesses and brands, DECATHLON PULSE accelerates and leads change within the industry, reinforcing DECATHLON’s innovation and sustainability commitments. Since its launch, DECATHLON PULSE has focused on sustainability, investing in companies like Recyc’elit or Rebike, and further investing in Unspun.
For the third consecutive year, the company has decoupled its revenue growth from its absolute carbon emissions, continuing to grow while reducing its carbon footprint. Since 2021, DECATHLON has reduced its carbon emissions by -13%, further reinforcing its long-term decarbonisation trajectory aligned with the Paris Agreement and the Net Zero standard. To accelerate this transition,
DECATHLON is strengthening collaboration with industrial partners to decarbonise production processes and scale circular business models. Extending product lifespans remains a priority, making it easier than ever for customers to reuse, repair, and recycle their equipment. In 2024:48.5% of products sold benefited from an ecodesign approach (+10pts compared to 2023). 1.35 million second-hand products were sold. 3 million products were repaired across 1,730 repair workshops. DECATHLON significantly reduced its single-use plastic packaging by 53.29%- cutting usage from 2,646 tonnes to 1,236 tonnes.
DECATHLON further cemented its leading position in rental services, holding 50% market share in Italy and Spain.