Doing better than the best
|70 stores over a span of 10 years is all it took for Decathlon to overtake leading brands like Nike, Adidas & Puma in India (in terms of sales) as it generated a revenue of ₹ 1278 Crores for FY 2018. |
While major brands focus on the aspirational value that people associate with sporting goods these days, Decathlon has comfortably positioned itself as the brand for the masses (40-50% cheaper).
A typical Decathlon store looks just like a large warehouse (5000-125000 sq. feet) that is full of sports equipment, merchandise and apparel stacked together.
It has products for all sporting disciplines that you can think of (& more), whether you’re an amateur or a professional.
Shocker – Decathlon has not spent a single rupee on advertising & it has managed to become India’s 2nd largest single brand retailer after Xiaomi!