Overview
Decathlon is one of the world's largest sporting goods retailers, designing and selling sports equipment and clothing under its own brands, in stores and online across Europe and beyond. In many European countries it also runs a marketplace where selected partner brands sell on Decathlon's websites. For a sports, outdoor or fitness brand, Decathlon is one of the most powerful sports channels in Europe.
Who is behind Decathlon
Decathlon was founded in Lille, France, in 1976 and celebrates its 50th anniversary in 2026. In 2025 the group had revenue of EUR 16.8 billion and a total business volume (GMV) of EUR 20.7 billion including the marketplace. It ran 1,902 stores worldwide at the end of 2025 after opening 123 new stores, and about three quarters of its business is outside France. Decathlon designs and produces more than 60% of what it sells, through its own brands such as Quechua, Kipsta, Domyos and Van Rysel.
Digital and marketplace
Digital sales, including e-commerce, in-store digital orders and the marketplace, made up 20.2% of Decathlon's business volume in 2025. The marketplace is the fastest-growing part, with business volume up 49% in 2025. Decathlon has rolled it out in many European countries, including France, Belgium, Germany, Italy, the Netherlands, Spain, Portugal and the UK. Decathlon looks for partners that share its values, from leading sports brands to start-ups focused on innovation or eco-design.
How brands can work with Decathlon
- As a marketplace partner, selling on Decathlon's websites. The marketplace is curated and runs on Mirakl, and Decathlon decides which countries and categories each partner can sell in. See our Decathlon EU marketplace page for the details.
- As a supplier of brands that Decathlon buys for its stores and websites, mainly in categories where it sells international brands alongside its own.
What a brand needs
- Sports products with a clear use that complement Decathlon's own range.
- Local-language content for each country site.
- EU product compliance for the sport and category.
- Fulfilment and after-sales service that meet Decathlon's standards.
Why Decathlon matters for brands
Decathlon brings huge sports traffic across Europe, and its marketplace is growing much faster than the rest of the business, giving partner brands a sports-focused alternative to general marketplaces.
How eBrands looks at Decathlon
eBrands sells on the Decathlon marketplace in Europe and works with brands on marketplaces across Europe and North America. If you have a sports or outdoor brand and want to see how Decathlon could sit alongside the channels you already use, we are happy to talk it through.
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