Decathlon revenues rise 5.2% in 2024 amid cost-control efforts

Decathlon has seen its revenues rise by 5.2% in 2024, but when adjusted for “unfavourable” exchange rates, revenues increased by 3.8% to €16.2bn (£13.5bn). 

It comes as the group underwent “rigorous” cost-control measures to mitigate the impact of cost inflation, which has allowed the sports retailer to maintain its commercial momentum while ensuring affordable pricing for customers.    

The group maintains that optimising its operation expenses still remains a key priority for 2025 to support long-term growth. 

According to the retailer, digital sales now represent 20% of the group’s total revenues, including e-commerce, marketplace and in-store connected orders. 

A year after unveiling its new ambition and strategy, as well as its global brand identity, Decathlon has undergone a “transformative” journey to evolve as a multi-specialist sports brand that inspires everyone “from beginners to Olympic and Paralympic athletes to embrace the power of sport”. 

As a result, the group now has 200 stores either newly-opened or modernised, alongside an optimised brand portfolio. By 2026, Decathlon aims to have 90% of its product offering restructured to ensure “an even more relevant and sustainable approach to sport retail”. 

In addition, for the third consecutive year, Decathlon has managed to reduce its carbon footprint. Since 2021, the retailer has reduced its carbon emissions by 13%, further reinforcing its long-term decarbonisation trajectory aligned with the Paris Agreement and the Net Zero standard. 

Some 48.5% of Decathlon products sold benefited from an ecodesign approach, up by 10% since 2023, while the retailer also sold 1.35 million second-hand products and repaired 3 million products across 1,730 workshops. 

At the same time, Decathlon reduced its single-use plastic packaging by 53.29% – cutting usage from 2,646 tonnes to 1,236 tonnes.