On the front, the large blue panel has disappeared, giving way to the new logo and the name in black letters.
Within the Decathlon Paris Rive Gauche (13th arrondissement), the first store to experience the refresh desired by the brand, it is necessary to focus on the details.
The customer journey has been revised, the decorations, in particular the shelves, are now lower, and the sellers' vests have become entirely blue.
Another change, less significant as many brands have already adopted them: the labels are now digital.
Tuesday March 12, 2024, at the Decathlon store in Paris XIII Bibliothéque de France, the sellers' vests became entirely blue.
The Parisian
“Today we are starting a new chapter”, launched a little earlier this Tuesday, Barbara Martin Coppola, general director of Decathlon, who joined the group at the start of 2022. Announcing three key points of evolution: customer experience, sustainability of products and modernization of the brand.
A new logo, which will be present on all products, is appearing.
12 brands and four expert brands
The orbit, its nickname, takes the C and the A of the brand to make a stylized circle.
The brand also unveiled a new slogan, unique for the whole world:
Ready to play?
(ready to play
), which is an invitation to have fun through sport.
The first major transformation, the group which has created up to 80 different brand names, one for each sport, is undergoing a drastic regime.
Today there are only 12 brands – including three under the Decathlon name – and four expert brands.
“With 80 brands, our customers and our sellers were lost,” recognizes Fabien Brosse, product and sports manager.
We were scattered and there were duplicates between products.
The same cap could be sold under several names.
»
A rationalization which began this summer, and which will ultimately see 10 to 15% of references disappear.
At the same time, Decathlon will strengthen itself around six sports which already account for more than 50% of its turnover: running, fitness, hiking, road cycling, urban mobility and football.
The great return of the Puma and Adidas brands
“This new brand identity will be deployed across all products.
And it's not just a logo, but the idea of gradually redoing our entire range of items.
When we ask our customers, no one knows what exactly we do.
We want to demonstrate that we are a global sports brand and that a Decathlon product can be recognized from afar” continues Fabien Brosse.
The deployment will be carried out gradually across the group's 1,700 worldwide, including 327 in France, and will last three years.
Another novelty on the shelves, sports brands, like Puma or Adidas, whose place has shrunk dramatically in recent years, are making a comeback.
The Decathlon brand also unveiled a new slogan, unique for the whole world: Ready to play?
The Parisian
Conversely, the four expert brands, namely Van Rysel (road cycling), Simond (mountain climbing), Kiprun (running) and Solognac (hunting), can now be sold by other specialized brands.
The brand focuses on the second life
On the services side, the brand is banking on its two apps intended for athletes.
The first, Decathlon outdoor, which allows you to find a trail circuit anywhere in France, already has 1.7 million active users.
The second, Kiprun pacer, offers specialized training sessions to runners.
Also read: When the Decathlon brand joins forces with the Shareathlon platform to stay in shape
The group also wants to reduce its carbon emissions by 20% by 2026, by 42% by 2030, and zero emissions by 2050, in particular through the development of product reuse.
“In our stores, we are moving towards more sustainability.
We already have repair workshops, second life zones, perhaps one day the second life will no longer be a dedicated zone but will be part of the department” explains Céline Del Genes, responsible for customer experience at global level .
The northern giant, which will communicate its turnover at the beginning of April, has already confirmed that it is up 4% worldwide in 2023 for an amount close to 16 billion euros.