Decathlon designs, manufactures and retails its own sporting goods equipment and apparel, giving it control over the full chain from product concept to store shelf. Founded in 1976 in the north of France with a single store, the company now operates over 1,700 stores across 70 countries and regions and employs more than 100,000 people. Its purpose is stated as "Move People Through the Wonders of Sport", and its stated aim is to make high-quality sports equipment accessible to everyone, from complete beginners to professional athletes.
Because the company builds its own products rather than reselling third-party brands, technical work spans product design, product development, manufacturing, retail operations, sustainability innovation and customer experience. The own-brand range covers more than 80 sports, including hiking, cycling, fitness and water sports. Specialist brands include Quechua for hiking gear, Tribord for water sports and Btwin for cycling.
Decathlon operates an end-to-end business model with in-house design and production, which the company says gives it full control over quality and pricing. Work on sustainability, customer experience and product innovation is listed among its commitments. The team is described as united by a passion for sport and by a mission to make movement accessible to all.
