PLOCHINGEN (dpa-AFX) - Sporting goods retailer Decathlon is aggressively expanding its branch network in Germany, thereby accelerating its growth. In a challenging market environment, the company managed to increase total revenue to over 1.27 billion euros, according to an announcement from its headquarters in Plochingen, near Stuttgart. This represents an 8.8 percent increase compared to the previous year. In 2024, the company had grown by 2.1 percent.
Performance was particularly strong in the cycling and running segments. Approximately 74 percent of revenue was generated in physical stores. However, the French retailer had to accept further pressure on profits due to high investment volumes for expansion: while operating profit (EBIT) rose by 2.9 percent to 28.1 million euros, Decathlon had reported a profit of more than 38 million euros in 2023. The retail chain did not disclose figures for net income.
Luca Guanella, CFO of Decathlon Germany, stated: "Our results reflect our deliberate decision to invest specifically in the expansion of our store network, the modernization of existing locations, and the further development of our organization." With investments of approximately 67 million euros, the company laid the foundation in 2025 to systematically implement its goal of reaching 150 stores by the end of 2027.
Around 25 new store openings in the current year
Decathlon announced its expansion plans about a year and a half ago. In 2025, the chain opened 18 new stores in Germany - including in Munich, Stuttgart, Frankfurt, and Berlin. Furthermore, about one-third of all existing branches were modernized. The number of locations stood at 105 at the end of 2025. For the current year, approximately 25 additional openings are planned, including in Oberhausen, Saarbrücken, Leverkusen, and Trier.
With this move, Decathlon aims to get closer to its customers. Previously, the company primarily operated large-format stores offering a wide range of products, which are still mostly located outside city centers. Now, smaller stores are increasingly being established in shopping centers and pedestrian zones. These can specialize in specific sports and adapt to local needs.
Decathlon aims to capture market share
The sporting goods market in Germany is worth billions and is fiercely competitive. The industry continues to benefit from a trend toward health and fitness. The market leader is Intersport, followed by Sport 2000. These cooperatives of independent sports retailers are also opening new stores. This is possible in part because market gaps have emerged - due to the disappearance of fashion retailers and department stores with sporting goods departments.
Through its expansion, Decathlon intends to wrest market share from the two retail associations. At the end of 2025, the chain employed approximately 6,000 people in Germany. By the end of 2027, the expansion is expected to create around 1,000 additional jobs./jwe/DP/zb
