The world-famous French company for the development, production and sale of sportswear, shoes, accessories, equipment and other high-quality products with delivery in Russia. Decaton. Card Decaton Company Company Information

To: Companies based in 1976

History

The company leads its history from the opening of the Decathlon store near Lille in 1976. In 1986, the company entered the German market, in 1992 - to Spanish, in 1999 - to the British. In 1999, the United States was published by the MVP Sports network, including 20 stores (rebranding under the Decathlon USA brand), but in 2006 she announced the exit from the American market and did not led the operations there.

Owners and guidance

The owners of the company - the Mulier family (also control the AUCHAN network). President - Mathieu Leclerc ( Mathieu Leclercq.), Chief Manager - Michel Aballea ( Michel aballea.) .

Activities in the world

For December 2015, the company controlled about 1031 stores around the world, of which 300 - in France. In addition to Decathlon, shops open under the name Koodza. The company's production for 2007 was located in 27 countries of the world (63.6% - Asia, 33.7% - Europe).

For 2014, the company consisted of 64 thousand employees, for December 2015 the number of employees around the world is 70 thousand. Revenue for 2009 amounted to 5.44 billion euros, in 2015 the total turnover of the company amounted to 9.1 billion euros.

Activities in Russia

The company's first store in Russia opened in 2006 in Moscow. In February 2016, 40 stores under the "Decaton" brand (twelve in Moscow, three in St. Petersburg and Krasnodar, two in Kazan and Samara, one in Volgograd, Voronezh, Yekaterinburg, Perm, Ivanovo, Rostov- On-Don, Ryazan, Naberezhnye Chelny, Nizhny Novgorod, Saratov, Tver, Ufa, Kostroma, Bryansk, Orenburg, Yaroslavl, Vladimir). The interests of Decathlon in Russia represents its subsidiary of OKTOBLU LLC (his revenue in 2008 amounted to 1.29 billion rubles, net profit - 49.7 million rubles.).

At the moment, the development of the official online store Decathlon.ru continues, in which buyers will be able to order their goods that are interested in home delivery. The liabilities on delivery at the end of 2015 took the large transport company Hermes Russia

It became known about the possible start of the production of shoes for the French company Decaton under her Quechua brand, production can begin until the end of 2015. These are shoes for outdoor activities and sports, and not for professional sports. Decatlon has experience in the production of goods in the CIS countries. For example, the workpiece for shoes is produced in Ukraine, and skiing and ski boots - in Yaroslavl.

In March 2016, JLL, providing environmental certification services, certified 2 decaton store on the Breeam Environmental Standard. As a result of certification, the lighting in hypermarkets has become more energy efficient, and also developed "Building users", intended for employees and visitors of outlets. It describes the systems of objects providing users with a comfortable stay inside. Certification received shops from Tver and Naberezhnye Chelny.

The company is a title sponsor of the Football Team Dynamo Bryansk

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Exconstituing Decathlon

"I really told you, Patek," the son said, "that if you don't want to let me go, I will stay." But I know that I am not gung anywhere, except in military service; I am not a diplomat, not an official, I do not know how to hide what I feel, "he said, all looking with a coasty of beautiful youth to Sonya and Guest of the lady.
A kitty, poured into him with his eyes, seemed to be ready to wake every second and shoot all his cat nature.
- Well, well, good! - said the old graf, - everything is hot. All Bonaparte all the head extended; Everyone thinks how it is he from the lieutenants in the emperors. Well, God forbid, "he added, not noticing the gost's mocking smile.
Big spoke about Bonaparte. Julie, Karagina's daughter, turned to the young Rostov:
- What a pity that you were not on Thursday from Arhars. I was bored without you, "she said, gently smiling him.
A closer young man with a flirtatious smile of youth closer moved to her and joined the smiling joy in a separate conversation, without noticing the fact that this unwitting smile with a knife knife cut the heart of the mandic and pretended by the smiling sony. - In the middle of the conversation, he looked at her. Sonya passionately looked at him passionately and, barely while holding tears, and on his lips her feigned smile, got up and left the room. All the revival of Nikolay disappeared. He won the first break of the conversation and with an upset face came out of the room to look for Sonya.
- How secrets then this all young people are spited by white threads! - said Anna Mikhailovna, pointing at the emerging Nicholas. - Cousinage Dangereux Voisinage, [Disposher - cousins \u200b\u200band sisters,] - she added.
"Yes," said the Countess, after the ray of the Sun, who penetrated into the living room, together with this young generation, disappeared, and as if answering the question whom no one did, but who was constantly held her. - How many sufferings, how many concerns are transferred for now to rejoice at them! And now, the right, more fear than joy. Everyone is afraid, everyone is afraid! It is one age in which there are so many dangers and for girls and for boys.
"Everything depends on the upbringing," said Guest.
- Yes, your truth, - continued the Countess. - Until now, I was, thank God, the friend of my children and I use them complete confidence, "said the Countess, repeating the delusion of many parents, believing that their children have no secrets from them. "I know that I will always be the first confident '[attorney] of my daughters, and that Nikolyka, in his ardent character, if it is to stale (the boy can not without it), then everything is not the case as these St. Petersburg gentlemen.
- Yes, nice, glorious guys, - confirmed the graph, always allowed the questions tangled for him by the fact that everything found glorious. - Fit, wanted to goose! What you want, ma chere!
"What a cute creature is your smaller," said Guest. - powder!
"Yes, powder," said Count. - I went to me! And what voice: although my daughter, and I will say the truth, the singer will, Salomoni is different. We took it to learn it.
- Is not it too early? They say, harmful to vote to learn at this time.
- Oh, no, what early! - said Count. - How did our mother come out at twelve thirteen years married?
- she is now in love with Boris! What? - said the Countess, smiling quietly, looking at Boris's mother, and apparently responding to the thought, she always occupied her, continued. - Well, you see, keep her strictly, forbid her ... God knows what they would do slowly (the Countess intelligently: they would kiss), and now I know every word. She comes running in the evening and tell me everything. Maybe I am her ball; But, right, it seems better. I kept strictly older.
"Yes, I was very differently brought up," the eldest, beautiful Countess Faith, smiling.
But the smile did not decorate the faces of faith, as it can usually happen; On the contrary, her face became unnatural and from unpleasant.
The eldest, faith, was good, was a slider, he studied fine, was well brought up, her voice was pleasant, what she said was fair and appropriate; But, a strange thing, everything, and the guest and the Countess, looked at her, as if they were surprised why she said it, and felt awkwardness.
"Always with the elder children wisely, they want to do something extraordinary," Guest said.
- What sin to hone, Ma Chere! Grandfather wisely with faith, "said Count. - Well, yes what! All the same, nice came out, "he added, approvingly winking faith.
Guest got up and left, promising to come to dinner.
- What is the manner! Sorry, sat! - said the Countess, conducting guests.

When Natasha came out of the living room and ran, she deceived only to the flower. In this room she stopped, listening to the guess in the living room and waiting for the exit Boris. She has already begun to come in impatience and, stuck with a foot, it was selected to cry because he did not go now when not the quiet, not fast, decent steps of a young man.
Natasha quickly rushed between the dask of flowers and hid.
Boris stopped in the middle of the room, looked back, brushed his hand with the sleeves of the uniform and walked over to the mirror, looking at her beautiful face. Natasha, having sorted, peeking out of his ambush, waiting for it to do. He stood a few times in front of the mirror, smiled and went to the day off. Natasha wanted to call him, but then he was thinking. "Let it seek," she said to himself. Just that Boris came out, how painted Sonya got out of the other door, through the tears of something viciously whispering. Natasha was kept from his first movement to run out to her and stayed in his ambush, as under the happier invisible, looking out for what was done in the world. She experienced a special new pleasure. Sonya whispered something and looked at the living room door. Nikolai came out of the door.
- Sonya! What's the matter? Is it possible? - said Nikolai, running towards her.
- Nothing, nothing, leave me! - Sonya buried.
- No, I know that.
- Well, you know, and fine, and come to her.
- Soon! One word! Is it possible to torment me and yourself because of fantasy? - Nikolai said, taking her hand.
Sonya did not pull his hands from him and stopped crying.
Natasha, not moving and did not breathe, brilliant heads looked from his ambush. "What will happen now"? She thought.
- Sonya! I don't need the whole world! You're alone for me, "Nikolai said. - I will prove to you.
- I do not like when you say so.
- Well, I will not, well, sorry, Sonya! - He pulled her to him and kissed.
"Oh, how good!" I thought Natasha, and when Sonya and Nicholas came out of the room, she went to them and caused Boris to him.
"Boris, Fly here," she said with a significant and cunning look. - I need to tell you one thing. Here, here, "she said, and led him to flower to the place between the dress, where she was hidden. Boris, smiling, went for her.
- What is the one thing? - he asked.
She was embarrassed, looked around himself and, seeing his doll abandoned on the tub, took her in his hands.
"Kiss a doll," she said.
Boris attentive, looked at her busy face and did not answer.
- You do not want? Well, so, come here, "she said and went deeper into flowers and threw a doll. - closer, closer! She whispered. She caught the arms of an officer for the collapse, and in his reddish face was visible were solemnity and fear.

Deteatlon
Activity	Retail
Year of foundation
Location
Products	clothing, Sports Inventory, Sportswear
Turnover	4,476 Mrd. € (2007)
Number of employees
Web site	www.decathlon.com.

Company Decathlon (Decaton) engaged in sports retailers, is included in the group Oxylane. and belongs to Auchan S.A. At the end of 2007, Decathlon consisted of 405 stores around the world, over half of them - in France. There are 40 thousand employees, 35 thousand items. Develops 3 types of retail space: 4, 8 and 12 thousand sq. M. The company's production is located in 16 countries of the world (63.6% - Asia, 33.7% - Europe).

Own brands: Artengo (Tennis), B'twin (Cycling), Quechua (Equipment for Hanging), TRIBORD (Water Sports), Fouganza (Horse Sports) and others. Every year 413 million units comes to network shops. The company's first store in Russia opened in 2006 in Moscow.

DECATHLON turnover in 2007 - 4.476 billion euros (45.4% accounted for France). Russia has 6 stores.

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Synonyms:

Watch what is "decaton" in other dictionaries:

Decathlon dictionary of Russian synonyms. Decaton SUT., Number of synonyms: 1 Decathlon (2) Dictionary of Synonyms ASIS. V.N. Trishin ... Synonym dictionary

- (DE), A, MN. No m. (… Dictionary of foreign words of the Russian language

deteatlon - Decate he, and ... Russian spelling dictionary

deteatlon - (2 m) ... Orphographic Dictionary of the Russian Language

deteatlon - (Hrch. Deka, Athlon Nat Perevar) Sport. In the forest athletics: catering for nat and detect the discipline of a detecto region ... Macedonian Dictionary

Decathlon (Decaton) is a French company for the development, production and sale of sporting goods, clothes and shoes, founded in 1976.

Decathlon aims to provide newcomers, lovers and professionals to all spectrum of goods for any sport, literally from "A" to "I" at affordable prices. Only high-quality materials, innovative technologies and durability made a company recognized worldwide. For almost 40 years, Decathlon helps adults and children to lead an active and healthy lifestyle. Not by chance, in Decathlon they say: Satisfied people engaged in sports are our work!

Today, more than 800 decaton stores are open in 21 countries in the world.

"We want as much people as possible to play sports, and that the pleasure of sports has become affordable to everyone," says CEO "Decaton Russia" Philip Debre. In Russia, the company has been present since 2006, has been opened with 26 stores in 14 cities. Decaton is actively developing, and in 2015 plans to open several more shops. Moreover, Decaton Russia combines nearly 1600 employees who are passionate about the sport. It is people who, according to Philippe Debre, are the main wealth of the company, it is they who do sports every day to everyone.

Today in Decathlon stores you can find more than 15 brands, including Aptonia, Artengo, B'twin, Domyos, Fouganza, Geologic, Geonaute, Inesis, Kalenji, Kipsta, Oxelo, Quechua, Tribord, Wedze. All these brands are individual, as Decathlon special attention is paid to the specifics of each sports direction. It is difficult to imagine, but the network sells special goods for 65 sports: ketball, volleyball, handball, golf, struggle, rock climbing, mountaineering, cycling, windsurfing, sailing, equestrian ride, figure skating, tourism, fishing and hunting.

Shops "Decaton" are able to fully satisfy the most different demands of professionals and amateurs athletes. The company produces and implements a wide range of sports goods: inventory, shoes, clothing and accessories. Prices for the goods of the French manufacturer are in two categories - Nizhnesenova and Medium-valve. The shipping stores the delivery service, the credit department, the repair shop, created a special discount system and other remarks that make a "personal" visit to the "decaton" pleasant and productive.

Combining all sports under one roof, Decathlon raises accessibility to priority. First, it is an affordable price with a mandatory requirement to improve the quality of goods. Comfortable shops, optimal logistics, effective organization and desire to reduce costs allow regular reducing prices. Secondly, the availability of the buyer of the maximum number of goods. A wide range provides your own Decatlon brands: Quechua, B "Twin, Kipsta, Tribord, etc ..., as well as products of international producers. And thirdly, accessibility for buyers of many services that contribute to sports activities: workshops perform repairs Bicycle, offer lubricant skiing, sharpening of skates, applying prints to the form, In addition, you can take advantage of the client card, loan, 2-year warranty for goods.

Material provided by the Agency Sybarite Group

Decathlon opened its first network store for about 25 years ago. In 2000, she ranked fifth in the world among retail chains, sitting by sporting goods, with a turnover of about $ 2.5 billion - after Intersport, Wal- Mart, Venator (Foot Locker and Champs) and Sport 2000. Her concept is to represent everything Main sports (about 70) in a single sports hypermarket (area from 5,000 to 10,000 square meters), where up to 35,000 names can fit. The mission of Decathlon is a sport with great pleasure for the general public. To do this, the store seeks to ensure the best choice of goods Lights ratio quality / market price. To achieve such a goal, a discount store with its own brand is required. Quickly became clearly that the store's brand is the only way to enter the market, which expects quality adequate to the ratio / price, and the most famous sports brands can not be provided, because their price is largely based on intangible values, marketing, and not on the technical values \u200b\u200bof the goods. Little-tolerance of the sale of goods under the Decathlon brand has grown from 23% in 1987 to 52% in 2000. One of the reasons for such a success is that the goods produced under the brand of the Decathlon network (in 2000 it is 14 largest manufacturers of sports goods in the world), they began to be very quickly perceived as typical cheap goods from a discount store, but as goods that differ in the best relationship Value / manufacturability / market price. It forms high satisfying among consumers and the desire to buy a brand is reused. This situation is not surprising: in the world there are about 100 of the same goods managers as Decathlon. They determine how the goods create or improve. In order to reduce the production costs, Decathlon acquires raw materials, is production plans and finds out of the prepaders - all this is taking into account the price of target production. In addition to prices, the Decathlon network offers a huge selection of goods and a friendly atmosphere, which is mainly created due to the youth, experience and Ho Rosh service of staff engaged in sales. After sales service also turns out to be at the height: the goods can be exchanged without any conditions. In addition to the brand of the network, there is a limited range of products with discounts, the so-called "best price for equipment", although the market and existence there is a cheaper product, this range must comply with the stated category, and being the cheapest, respond to Decathlon standards. Even very cheap products must meet the technological requirements. It is just as follows about the decathlon differentiate itself from other stores that provide significant discounts on their goods. In Europe, Decathlon is the largest Nike client, the share of network accounts for about 20% of the sales of this company. In turn, Nike provides only 7% of decathlon sales. The purpose of Decathlon was by 2005 to increase the network of up to 500 stores around the world. Currently, the company creates a bridgehead in the United States, acquiring a chain of discount stores around Boston, which gives Decathlon to test its conversion chart and the process in the US competitive environment. I was going out of the results of work The company closed all its stores located in unsuccessful places (their work was unsatisfactory), and the best kept - it made it possible to test the power of the brand and business model in the United States. In 2000, however, on the path of Decathlon, a red traffic light signal was lit. The first time since the company's founding, a number of consumers stated that they would visit Decathlon stores, when the next purchase of goods for the sport would be less Odemonic. Decathlon, being a company, quickly guiding for any change, analyzed the causes of such cooling and concluded that the main reason lies in the feeling of the lack of choice. When the trading network begins to dominate the country, the brand strategy of the only store creates a feeling of lack of freedom from consumers, that is, the mass of choice: each of them, the fit was given to acquire the same brand as the rest of the baths. To resolve this situation, of course, it was not worth an increase in the number of international brands - due to not very good quality / price ratio. Instead, Decathlon changed the branding model that allowed this company to grow for 25 years. It was decided to form a portfolio of seven retail brands, which were called "Passion Brand" (Passion Brand) to distinguish them from classic retailers, factually representing a name. Initially, 15 such countries of bed brands were planned. However, I had to concentrate on seven not to violate the position of the Decathlon mission. Only a few large brands could cause mass consumers a passionate desire to play sports. In addition, if all these brands would be presented as exclusively brands of the upper price segment, then problems would have problems in the name of the range of low-rate of the new category. And if the name Decathlon is-used only for low price segment goods, it would have subjected capital hazard associated with this name. In return, it was decided that each brand of passion will produce a commodity line of environmental and technological goods "on-state prices". So, what are the consequences of changing the Decathlon branding model for business and the organization as a whole? First, it was assumed to introduce a single policy in all network stores, even if they were put in various countries of the world. As a result, new Decathlon stores opened in new countries already with seven brands of passionate desire. Thus, Decathlon offered a new experience, in contrast to the domestic market of these countries, where the population of a simal degree reached the synergy between the name of the store and the brand-selling by him, which was the same. To decathlon managed to reach one of the objectives elected to them (weaken the impression of the scarce of choice and massiness), the brand of passionate desire was to look independent. The very name of Decathlon no longer exhibited on the goods, it was hidden inside, on the label. Secondly, if new brands wanted to become a real brand causing emotions and even passion, they needed to more close with leaders of opinions in each sport, working in close creative contact. And this is all a radical shame affected the type of organization created in Decathlon 25 years ago. Up to this point, Decathlon was very centralized, and his magician brand was managed from a head office. Now, if the Quechua brand became leading for winter sports, accounted for, for example, in the mountains in this case in the Alps - with all the staff engaged in the brand: employees of the marketing department, sales managers, designers, etc., so that they, Working in the immediate conjunction with professionals and lovers of this sport, could test ideas, a chain and goods. The same technique was applied to TRIBORD, brand of sea sports, as well as other brands of passionate desire. From the head office now managed only goods for cycling (the name of the store was saved only for this sport, technological and pop-fiber goods of which became very symbolic for values \u200b\u200band positioning Decathlon). It became a real challenge for a business model. And Decathlon was not afraid of it!