French Oxylane, the parent company of Decathlon, had sales for over seven billion euro in 2012, a rise of 7.2%. The progress is mainly due to the expansion of the number of locations by 58 shops, as on a comparable basis there would have been a growth of only 1.3%. That low number was due to the economic crisis in Spain, Decathlon's second home market.
Focus on Asia
The 58 store openings meant a total of 653 at the end of last year, but more new locations in 2013 mean that by the end of the year the company will have more than 700 locations. The focus of that expansion will be in Asia: last year 15 Chinese stores were opened, giving a total of 54 shops, which is set to increase dramatically this year.
A second important market will be India, where Decathlon hopes to profit from the approval to sell directly to consumers. Until now it had to work via cash & carry, reserved for professional resellers.
Decathlon will also focus on Brazil, Russia and Bulgaria, ensuring a growth of the number of markets to 22 countries. Last year a first store was opened in Taiwan. Almost half of sales are made in France (43.5%), leaving 56.5% for abroad.