Decathlon Germany Accelerates: Sales Surge to €1.3 Billion Amid Strategic Expansion

Decathlon Germany has shifted into a higher gear, reporting a significant spike in growth for the 2025 fiscal year. Defying a generally sluggish retail environment, the sporting goods giant saw total sales jump 8.8%, reaching nearly €1.3 billion (€1.273 billion).

The results, released on April 14, 2026, mark a dramatic acceleration compared to the previous year, when the company recorded a more modest growth rate of 2.1% in 2024.

Mobility and Running Lead the Charge

The surge was fueled by specific high-performance categories that resonated with German consumers. While overall market conditions remained "challenging," Decathlon’s focus on specialized "Expert Brands" paid off:

• Mobility: Sales in the cycling and e-bike segment grew by 13%, bolstered by partnerships with leasing providers like JobRad and the expansion of the high-end Van Rysel road bike brand.

• Running: The segment saw a massive 23% increase, driven by technical innovations from the Kiprun brand and a deeper integration into local running communities.

• Services: Reflecting a shift toward sustainability, the company performed over 152,000 repairs—a 20% increase—highlighting the growing importance of its in-store workshops.

Aggressive Expansion: The Road to 150

Decathlon’s physical footprint in Germany expanded rapidly in 2025, with 18 new stores opening in major hubs including Munich, Stuttgart, and Berlin. This brought the national total to 105 locations by year-end.

A key part of this strategy involved "Space-as-a-Service" concepts, such as integrating store-in-store setups within MediaMarktSaturn and Galeria department stores to capture high-traffic city center shoppers.

"Our results reflect our consistent decision to invest specifically in the expansion of our store network and the modernization of existing locations," said Luca Guanella, CFO of Decathlon Germany. "This strategy allows us to use our financial stability for anti-cyclical growth."

Looking Ahead: 2026 and Beyond

The company shows no signs of slowing down. For 2026, Decathlon has earmarked €26 million for further investment, with plans to open approximately 25 more stores.

The long-term roadmap is even more ambitious:

• Store Goal: Reach 150 locations across Germany by the end of 2027.

• Job Creation: Expand the current workforce of 6,000 by adding roughly 1,000 new positions over the next two years.

• Digital Integration: Continue blurring the lines between offline and online, with e-commerce already accounting for 26% of total sales.

By combining aggressive physical expansion with a pivot toward high-performance technical gear, Decathlon Germany has cemented its position as a dominant force in the European sports retail landscape.