{"id":6307,"date":"2023-10-26T10:51:00","date_gmt":"2023-10-26T05:21:00","guid":{"rendered":"https:\/\/www.thirdeyesight.in\/?p=6307"},"modified":"2023-11-02T13:29:47","modified_gmt":"2023-11-02T07:59:47","slug":"decathlon-fy23-sales-shoot-up-37-in-india","status":"publish","type":"post","link":"https:\/\/myechoproject.com\/TES\/decathlon-fy23-sales-shoot-up-37-in-india\/","title":{"rendered":"Decathlon FY23 sales shoot up 37% in India"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>Sagar Malviya, Economic Times <\/em><br><em>26 October 2023<\/em> <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Surging demand for fitness wear and sports equipment for disciplines other than cricket and football helped Decathlon&#8217;s India unit expand sales 37% to Rs 3,955 crore in FY23. With more than 100 large, warehouse-like stores selling products catering to 85 sporting disciplines, the French company is bigger than Adidas, Nike and Asics all put together in India.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In FY22, sales were Rs 2,936 crore, according to its latest filings with the Registrar of Companies. The retailer, however, posted a net loss of Rs 18.6 crore during the year ended March 2023 compared to a net profit of Rs 36 crore a year ago.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Experts said a host of factors &#8211; from pricing products about 30-40% lower than competing products to selling everything from running shoes, athleisure wear to mountaineering equipment under its own brands &#8211; has worked in its favour. <strong>&#8220;They have an extremely powerful format across different sporting activities and have something for both active and casual wear shoppers. For them, the market is still under penetrated with the kind of comprehensive product range they sell for outdoor sports beyond shoes and clothing,&#8221; said Devangshu Dutta, founder of retail consulting firm Third Eyesight. &#8220;Even their front end staff seem to have a strong domain knowledge about products compared to rival brands.&#8221;<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">By selling only private labels, Decathlon, the world&#8217;s biggest sporting goods firm, controls almost every bit of operations, from pricing and design to distribution, and keeps costs and selling prices low.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Decathlon uses a combination of in-house manufacturing and outsourcing to stock its shelves. In fact, it sources nearly 15% of its global requirement from India across sporting goods. And nearly all of its cricket merchandise sold globally is designed and made in India.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>(Published in <a href=\"https:\/\/economictimes.indiatimes.com\/industry\/services\/retail\/decathlon-fy23-sales-shoot-up-37-in-india\/articleshow\/104707656.cms\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Economic Times<\/a>)<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Decathlon&#8217;s India unit experienced a 37% increase in sales to Rs 3,955 crore in FY23, driven by high demand for fitness wear and sports equipment. The company, which offers products for 85 different sporting disciplines, is larger than Adidas, Nike, and Asics combined in India.<\/p>\n","protected":false},"author":1,"featured_media":6309,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[25,27,212,286,249,33,60,36,62,37,3,131,43,44,46,47,48,1],"tags":[288,728,52,513,102,727,600,264,144,32,59,190,191,69,118,427,119,120,166,195,256,499,581,70,65,203,204,301,430,397,384,398,66,348,629],"class_list":["post-6307","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-apparel","category-branding","category-consumer","category-customer-relationship","category-e-commerce","category-footwear","category-india","category-lifestyle-fashion","category-market-research","category-marketing","category-press-quotes","category-product-development-and-design","category-retail","category-soft-goods","category-strategy","category-supply-chain","category-textiles","category-uncategorized","tag-make-in-india","tag-athleisure","tag-branding","tag-chainstores","tag-consumer-markets","tag-decathlon","tag-ecommerce","tag-emerging-markets","tag-entry-strategy","tag-fashion","tag-india","tag-india-entry-strategy","tag-indian-market","tag-indian-retail-sector","tag-market-potential","tag-market-research","tag-market-segments","tag-marketing","tag-modern-retail","tag-modern-retailing","tag-omnichannel","tag-online","tag-online-retail","tag-organised-retail","tag-retail","tag-retail-productivity","tag-retail-revolution","tag-retailing","tag-sportswear","tag-store-efficiency","tag-store-operations","tag-store-productivity","tag-supply-chain","tag-target-market","tag-wellness"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Decathlon FY23 sales shoot up 37% in India - Third Eyesight<\/title>\n<meta name=\"description\" content=\"Decathlon&#039;s India unit experienced a 37% increase in sales in FY23, driven by high demand for fitness wear and sports equipment. 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