Decathlon regains shape, pushes turnover 9% higher

                  Decathlon regains shape, pushes turnover 9% higher
                  Decathlon

                  2019 restored hope for French sports chain Decathlon, after a disappointing?2018: turnover increased by 9?% to 12.4?billion euros. However, there is no mention of the profit (which had deteriorated enormously in 2018).

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                  New retail strategy

                  For the last few years, the sports chain has been looking for a new retail strategy, investing in smaller city shops, new technology and acquisitions, among other things. The 9?% turnover growth may restore confidence in that new strategy.

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                  However, the reorientation of the stores also disrupted sales figures, especially in the French home market, where the sports retailer saw its turnover growth decrease to 3?%, resulting in a turnover of 3.3?billion euros. The chain also blames the 'yellow vests' protests and points to the improvement compared to the 5?% turnover drop a year before.

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                  "Corrected errors"

                  "Decathlon continues to grow by daring and innovating", the company says in a press release. "Some mistakes have been corrected and the forward movement has been resumed. There still is a lot to do, but the horizon is clearing." However, Decathlon provided no information about the profits. In 2018, the company saw its net profit decrease 19?% to 497?million euros.

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                  In terms of acquisitions, the French retailer points to its alliance with Alltricks in 2019, the online leader in running, cycling and outdoor sports, and with E-Liberty, which has become Decathlon.ski. Decathlon is currently present in 69?countries and has 93,000?employees.

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