From Decathlon’s India catalogue of more than 5,000 products, let’s focus on just one. A t-shirt called Sportee. Sold in two colours—black and white, it’s one of Decathlon’s most popular products. Each year, the company sells at least a million of them. In comparison, popular products from more mainstream sportswear brands usually sell about a third of that, at best. Some 200,000-300,000 units a year, according to estimates from a sports retail executive.
Come one, come all
A good sport: Decathlon’s game plan for sports retail dominance
Decathlon has become the largest sports retailer in India. Not many seem to know the company beyond its annual filings
Decathlon recently became the largest sports retailer in India, leaving Nike, Adidas, and Puma behind
In the crowded sports retail sector, Decathlon has built its empire in the shadows
The company has forged its own path, often going against the conventional wisdom of its competitors
But what is it that allows Decathlon to offer the cheapest active lifestyle in town?