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At Decathlon, we are offering you low price every day as we believe that the pleasure and benefits of sport should be accessible to everyone. We strive to lower our prices permanently without compromising quality.
Our product conception cycle starts by observing Sport Users in action. All passionate about sport, our product designers are our first prototypes testers. We then hand the products over to sport clubs and passionate users to test in real conditions. We collect users' feedback and continuously improve the products.
From research to conception, design to production, logistics to retail and advertisement - we do it all to deliver the best value in an end-to-end controlled chain.
Here is our proportion of the cost structure:
Our research team studies sport movements when designing new products. They test products under all possible conditions to guarantee quality.
We source the best materials to create cutting-edge products at the most affordable price, without compromising on quality.
Our teams continuously optimises production process to cut unnecessary costs, with safe working conditions and product quality as our top priorites.
We totally control our supply chain, from automation to transportation. We also reduce the cost by eliminating unnecessary packaging like shoe boxes!
We strive to reduce store operational costs. Our model relies on a 0 hidden stock policy - what you see at our stores is all we have for sale today! We also optimise our warehouse to offer you a wider range of products.
We seldom advertise. We don't rely on celebrity endorsement and sponsorships. Our members can join our free events and sport classes to discover new sports and products. We believe that our customers are our best ambassadors and word-of-mouth and events are our most efficient advertising channel.
As we constantly strive to lower costs, we share the savings with you! We have lowered several products' price this year - making them more accessible to the many.