This is how Decathlon is changing: new logo, more innovation and sustainability

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Decathlon, the French multi-specialist sport and leisure giant with over 1,700 points of sale around the world, is giving a new look and adopting a new brand identity which includes the “orbit” icon before the name. A choice that aims to add dynamism, movement but also new heights and circularity as envisaged by the company’s business model. The claim is «Move people through the wonders of sport» with the aim of bringing innovative and sustainable sport to everyone. At the same time we are working on the offer which is now spread across 9 categories: Quechua (mountain), Tribord (for water and wind sports), Rockrider (cycling), Domyos (fitness), Kuikma (rackets), Kipsta ( team sports), Caperlan (wildlife), Btwin (urban mobility) and Inesis (target and golf). Then there are four brands for experts: Van Rysel, Simond, Kiprun and Solognac. The company is adopting an ambitious global strategy, including improved customer experience, a strong commitment to sustainability and an overall modernization of the company. The fulcrum of the customer experience is an evolved brand, the new one.

In the coming months, the renovation of the stores will begin, which will have a new layout to offer customers intuitive navigation, greater visibility of the products, physical and digital displays and an aesthetically pleasing atmosphere. Also new for the e-commerce site which will have a fluid purchasing experience. We also intervene on the supply chain with the implementation of AI algorithms to have accurate forecasts, assortment planning and stock parameters. A path that has already led to reductions in stock levels, the reduction of transport costs and delivery times. In the USA, customers will be able to purchase in a new way, in 3D, with the Apple Vision Pro. On the sustainability front, Decathlon wants to become a driving force and is committed to becoming net zero by 2050 with a decarbonisation path that includes three stages: in 2026 the reduction of absolute CO2 emissions by 20%. In 2030 the reduction in 2042 to reach zero net emissions by 2050.

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