French sports retailer Decathlon is doubling down on its commitment to innovation and growth in the sports industry. The company recently announced the launch of Decathlon Pulse, a dedicated investment fund aimed at fostering innovation in the sports sector. This new subsidiary will focus on three key areas: developing new sports-related concepts and businesses, investing in innovative companies with the potential to transform the sports ecosystem, and acquiring established sports brands and distributors that are pushing the boundaries of the industry.
Since 2018, Decathlon has invested nearly €400 million in partnerships and acquisitions, including online retailers Alltricks and Bergfreunde. With Decathlon Pulse, the company aims to further diversify its impact and lead change in the sports sector by supporting and nurturing innovative ideas and businesses.
In addition to its investment fund, Decathlon is actively pursuing acquisitions of specialist brands to expand its reach in the evolving sports market. CEO Barbara Martin Coppola revealed that the company's new division, Decathlon Pulse, is targeting higher-end brands and exploring new business models like second-hand sales and equipment leasing. The company is also investing heavily in marketing, including a first-time sponsorship of the Paris Olympics.
This strategic shift comes as Decathlon seeks to bolster its expertise in sports like running, road cycling, and mountaineering while catering to the growing demand for specialised products. With over 1,750 stores worldwide and a strong presence in France and China, Decathlon is well-positioned to leverage its existing infrastructure to integrate acquired brands and reach a wider audience.
The company's CEO emphasised the numerous opportunities arising from the post-pandemic shakeout in the industry, with many firms becoming attractive acquisition targets due to excess inventory and increased competition.
