SPORTING GOODS sports FOR BUSINESS outdoor LEADERS IN THE active lifestyle GLOBAL SPORTING GOODS INDUSTRY REPORT Decathlon in robust shape after tweaks in #27 FEBRUARY 11, 2019 assortment ecathlon regained traction last year with in Nishinomiya, between Kobe and Osaka, in CONTENTS D a global sales increase of 9.2% to €12,353 March 2019. The new Japanese store in Tokyo Decathlon in robust shape after million, as it moved into six more countries will open on about 2,500 square meters in tweaks in assortment ....................... 1 while diversifying its store formats and April. Gresvig files for bankruptcy ............ 2 upgrading its offering. Decathlon continued to diversify its private XXL clearing inventory after rough The French-based retailer said its sales labels as well, ending up with no fewer than moved up by 9.1% in constant currencies. It year ..................................................... 3 added 136 stores to end up with 1647 in 57 for handball and Kuikma for padel, and just Stadium Group bucks the trend ...... 5 countries. Online sales accounted for about added83 brands. Fencit It created for fencing. Offload for rugby, Atorka JD slams competition office’s 8% of the turnover. Its strongest performers in 2019 were preliminary decision against After a dip of 5% in Decathlon’s French Quechua, Domyos and B’Twin, its own brands Footasylum buy ................................. 5 sales to €3.14 billion in 2018, the group’s Signa expands with Internetstores and turnover in its largest market moved up as Nabaiji for swimming. SportScheck ...................................... 7 again by 3% in 2019. It added ten stores and for outdoor sports, fitness and cycling, as well Signa and Central Group team up for boasted a comparable store sales rise of 2.3%. Globus offer ....................................... 8 While comparable store sales weren’t avail- Nike farming out Latin American able for the entire group in 2019, Decathlon distribution ........................................ 9 - Under Armour considers more ber of receipts issued increased by 8% to 428 restructuring amid North American million,confirmed implying that they that were the positive. average Theshopping num weakness .........................................10 basket slightly increased. Buoyant quarter for Skechers .......10 Arnaud Gauquelin, who leads Decathlon Champion working on footwear and in France, suggested in a statement that the $3 billion target ...............................11 retailer has backtracked on radical changes Columbia surpasses $3 billion sales 12 in its offering two years ago, by buying more Fenix ready to benefit from such as Adidas. infrastructure investments ............ 14 from“These the leading efforts tobrands improve that our support commercial traffic, Among the countries where Decathlon Coronavirus hits Chinese sales and offering will continue in 2020 through part- achieved the strongest comparable store sales production ....................................... 15 nerships with other international brands, to are India and Brazil. complement our exclusive products,” said Decathlon ended the year with 309 stores Gauquelin. in China, up 15 compared with the end of Decathlon declined to provide an update 2018. The group said earlier today that 130 OTHER NEWS stores had been closed, along with Chinese Alpargatas (p6), Bergans (p14), Brooks 14.6% to €828 million in 2018. production sites, due to the health situation. on its operating profit, which contracted by Running (p6), Callaway Golf (p6), Ukraine, Japan, Vietnam, Algeria, Malta and A delay of 15 days has built up for production Canada Goose (p13), CCM Hockey Serbia are the six countries where Decathlon and deliveries in these sites, but Decathlon (p7), Descente (p6), Hoka One One started operating in 2019. Adding production pointed out that the area affected by the shut- sites and franchised retailing in four markets, downs accounts for just 3% of the group’s (p6), Hydro Flask (p14), Implus (p8), the group said it operated in 69 countries last global production. Intersport Sverige (p4), Johnson year. The European standout was Germany, Outdoors (p13), Kathmandu (p13), Decathlon said it was projecting a similar where Decathlon opened 16 stores last year. Mizuno (p6), Moncler (p13), Nautilus number of openings in 2020. It’s adding at As previously reported, Decathlon’s sales in (p16), OIA (p14), O. Mustad & Son (p8), least two blue pins to its global map, with store Germany already reached €528 million in Outnorth (p4), Patagonia (p14), Peloton openings in Kazakhstan and Luxembourg. 2018. The company is building a distribu- (p16), Sports Direct (p4), Sport-Tiedje Tokyo is another destination for Decathlon (p16), Technogym (p16), The North this year, when the Olympics will be taking meters near Berlin, to support its rapid expan- Face (p8), Topper (p7), Under Armour place in the Japanese capital. Decathlon has sion.tion center and offices of about 45,000 square (p8), Vaporfly (p9), Vista Outdoor (p13) been sourcing bicycles and other products The group invested in “proximity” stores in Japan for many years, it started trading that are often convenient for urban customers online in 2016 and opened its initial store and for omni-channel purposes. Among the Sporting Goods Report is published by Zelus (France) [email protected] / Editor: Barbara Smit [email protected] SPORTING GOODS sports The information published in this newsletter cannot be copied or distributed electronically without the publisher’s written permission outdoor active REPORT lifestyle ©All rights reserved. SPORTING GOODS sports outdoor active REPORT lifestyle latest formats is Mon P’tit Decat’, a small and Decathlon United mobile store with the appearance of a con- platform with many other stakeholders. Store numbers 31/12/19 tainer, that was placed in Paris, Bordeaux and intend to turn Decathlon.ski into a full-fledged- France 324 Marseille, in mountain and sea resorts. Other mented between Van Rysel, Decathlon’s small stores in Reims and Nice were opened brandA more of road specific bikes, partnership and Campagnolo. was imple This China (1) 309 with an offering focusing on just a few sports. led to the launch of the Rosso limited edition, Spain 171 Decathlon boasted that it invested €555 which generated 1.25 million views on social million in 2019. It was the year with the sec- media. It consisted of 30 bikes with frames Italy 124 ond-largest annual investment, after €620 weighing just 850 grams. Germany 80 million in 2018. The annual average stands Some of the investments are going to sus- at €490 million for the last ten years. tainability. In France, Decathlon has a target to India 76 In October, Decathlon purchased a major- have installed solar panels at 80 of its stores, Poland 59 ity stake in Alltricks, a French online retailer to cover about half of its electricity consump- specialised in cycling and running products. tion. It’s aiming to use more trucks using fuel Russia 58 Two months later it bought trademark rights made with renewable resources, among many U.K. 45 other efforts. Turkey 37 equipment. Decathlon has a rental program for back- to AnotherDita, a leading interest supplier of 15% wasof field acquired hockey in packs under the Forclaz brand and even wants Belgium 36 October in e-Liberty, a leading French ski pass to take part in the circular economy. Under Portugal 34 aggregator. The deal led to the formal launch its second-hand project, products returned of Decathlon.ski in November, in partnership by customers are reconditioned and sold in Brazil 31 between e-Liberty and Decathlon as well as stores with discounts of 10% to 30%, partic- Romania 27 Genairgy, a company specialised in sports ularly for skis and bikes. Hungary 24 travels and sports tech. It enables Decathlon’s Most encouragingly for Decathlon, it French and international customers to sim- regained its status as the most popular retailer Czech Republic 23 plify their ski pass and equipment reser- in France, in an annual survey conducted by Switzerland 23 vations at French resorts, but the partners OC&C. n Netherlands 20 Morocco 15 Mexico 12 Gresvig files for bankruptcy Thailand 10 n a major upheaval for the Norwegian sports exacerbated discounting in the Norwegian Slovakia 9 I market in the last months, as G-Sport stores Singapore 9 insolvency early last week, reporting debt of struggled to get rid of inventories. Bulgaria 7 aboutindustry, 1.1 billion the Gresvig Norwegian retail kroner group ($119m). filed for The insolvency proceedings involve the Gresvig is the company behind the G-Sport 95 stores owned by Gresvig. The company Croatia 6 and G-Max stores in Norway, and the partner said that the stores remain open and the 100 Intersport franchises are not affected. Colombia 6 amid rough competition in the Norwegian Malaysia 5 market,for Intersport due to in over-capacitythe country. The as filing well comes as an District Court apparently came out of the blue alarmingly warm start to the winter. forThe most bankruptcy employees. filing at Heggen and Frøland Canada 5 Statistics Norway (SCB) estimates that The largest shareholder in Gresvig, Sunde Australia 5 the entire market was down by 3.5% for is reportedly owed NOK 600 million ($65m). the year, and by 4.3% in the fourth quarter. Sunde has accumulated one of the largest for- South Africa 4 This compares with an estimate from Norsk tunes in Norway, on the back of the family’s Slovenia 4 Sportsbransjeforening, the Norwegian indus- shipping business. Israel 4 try association, that sales of the larger chains Olav Nils Sunde, chairman of Gresvig’s increased by 3.4% in 2018. board, said in a statement that the group has Philippines 4 In an indication of the shift in the Norwegian supported Gresvig “through ups and downs” Sweden, Tunisia, Egypt, Indo- 3 market, the organisation estimates that the since 2006 and it strongly backs the decision nesia, Senegal, USA seven largest players reaped sales of NOK 14.2 to work more closely with Intersport.