Oxylane quietly changes name back to Decathlon | RetailDetail

Oxylane quietly changes name back to Decathlon

Oxylane quietly changes name back to Decathlon

Mulliez, the family owning France's largest chain of sports stores Decathlon, has quietly renamed the holding company above that chain - rebranded Oxylane in 2008 - back to Decathlon.

Back to the roots

French website LSA found that out when the group's yearly innovation awards were handed out: previously, they were called the Innovation Awards Oxylane, but they have now been changed into Innovation Awards Décathlon. Managing director Yves Claude has confirmed the name change and when customers visit oxylane.fr or oxylane.com, they are transferred to corporate.decathlon.com.

 

The group had been quite proud when it changed its name in 2008: "Oxy stands for oxygen, lane for the road, X and Y for man and woman. The name symbolizes the coziness, the contact and the pleasure of sporting together", the company said. Now, it says that the "customers say they are going to Decathlon and not that they are going to Oxylane. We should have never changed our name."

Questions or comments? Please feel free to contact the editors


Analysis: six reasons major brands are under pressure

17/05/2018

Global brands are increasingly struggling to ward off smaller, local companies. Some even believe the brands’ golden age has passed. That may be presumptuous, but there are some noticeable trends.

Coca-Cola is still strongest global brands, but local brands are on the rise

17/05/2018

Coca-Cola, Colgate and Maggi are the most popular FMCG brands worldwide, according to a Kantar Worldpanel report. Local brands are stealing market share however.

HelloFresh increases turnover forecast

14/05/2018

Mealbox delivery service HelloFresh has increased its 2018 forecast: the German company now expects a 35 % growth, up from its previous 30 % increase forecast. Positive results in the United States, which has become the company’s main market, were the main reason for its adjustment.

Brussels bio chain Färm keeps expanding

14/05/2018

Färm, a bio store chain from Brussels, is supporting a planned expansion with a crowd funding campaign. The chain aims to open its biggest store so far in the North of the European capital, extending its services with a bakery in the store. 

More profit from smaller volumes for AB InBev

09/05/2018

Despite AB InBev’s beer sales dropping 0.2 % in the first quarter, the Belgian-Brazilian beer giant did generate a turnover increase and a gross profit above expectations.

Ahold Delhaize mainly grows online

09/05/2018

Belgian-Dutch merger group Ahold Delhaize has had a decent first quarter, thanks to a Belgian turnaround, a good performance in the United States and strong online growth. Unfavourable exchange rates did spoil the party somewhat.