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."