Winning 3 Aus

3 WINNING

DECATHLON NOVEMBER - FEBRUARY 2022
AUSTRALIA

DECATHLON P.2 Sumhemree!r is
AUSTRALIA
Dear DecaMates,
In 2021 like every year since 2017, we strived to sustainably make the pleasure and the benefits of sports more
accessible to more Aussies.
But 2021 was a crazy year for all of us.
From Covid-19 to Delta variant and then Omicron wave, we and our business have been shaken up.
You worked hard and faced store closures, lockdowns, hygiene rules and daily constraints. Thanks to your hard work we
finally increased our online and instore sales as we improved our economic model: CONGRATS!
We doubled our loyal Most Valuable Members. Our human performance "Happiness to Work" has never been so high at
93%. Our sales of Eco design products has significantly increased.
We even opened a new store in South Morang, north Melbourne and tested a "sport essential" range in eight Coles
stores in December. So many daily initiatives satisfied more and more local customers.
It's because together everything becomes possible. Working together we have created and started working towards the
Decathlon Australia of tomorrow.
Thank you!
All the best to you, your families and friends in 2022.
Olivier

OLIVIER ROBINET

Australia Country Leader

P. 3

MISSION OUR MI
VALUES
SPORT FOR
PURPOSE
TO SUSTAINABLY MAKE THE PLEASURE AND BE

VISION VITALITY OUR VA
COMMON
STRATEGIES It’s about being alive. RESPONSIBILITY
It’s about being positive and
TRAJECTORY It’s about being accountable,
full of energy. it’s about being the main player in your own life.

I dare, I take initiatives, I adapt and I say clearly what I am going to do,
I change when necessary. and I do what I say.
I love action.
I measure regularly the value I create and
I play to win and not simply to not lose. I make sure that it grows.

When I makeerrors, I correct them quickly.
I ensure that all stakeholders benefit sustainably

from my decisions.

OUR PU

TO BE USEFUL TO PEOPL

Founding chairman Chairman Chairman Decathlon United President

ISSION P. 5

R THE MANY

ENEFITS OF SPORT ACCESSIBLE TO THE MANY

ALUES OUR HUMAIN BEST PRACTICES

GENEROSITY AUTHENTICITY - I make no concession when it comes to people’s
safety, internally and externally.
It’s about doing things from the heart and It’s about being true to yourself,
being focused on others. and towards others. - We recruit passionate sports people who are full
of vitality, who are helpful & practical and who are
I’m a team player, I help out when needed. I have the courage to be myself. ‘stronger than we are’.
I share with others anything I say things simply and I act with sincerity and
that could be useful to them. - I act responsibly to have a social and environmental
with care towards others. positive impact.
I consider all stakeholders as ‘friends’. When I act, I consider the consequences on
I take care of myself and of others. - From my first day, I am responsible for a measurable
We stand in solidarity. the planet’s natural resources. mission for which I am accountable and that I debrief
during my monthly meeting.

- I am not alone. I am part of a collective with whom I
work and to whom I report regularly.

- I take decisions about the topics that I am concerned
with and I measure the consequences.

- I have the right to make mistakes. Everyday is a new
starting line.

- I have a fulfilling and interesting job (that I am responsible
for from A to Z) and I am trained to develop my skills to be
the best in my job.

- We build relationships based on trust.

- We play sports and celebrate victories together.

- We encourage internal promotion and zig-zag career paths.

- We share the created value(s) - Human / Environmental /
Economic.

URPOSE

LE AND TO THEIR PLANET

Accountable for Decathlon United Decathlon Exchange Leader
Open water swimming lover ‘‘Purpose and Values’’ Referent

DECATHLON P.6 INTERNATIONAL BREAKING
AUSTRALIA NEWS: NEW CEO OF DECATHLON
INTERNATIONAL NEW EXECUTIVE
GOVERNANCE

Dear Decathletes,

I hope you are doing well and that you are protected from Covid which still impacts our daily lives.
I have huge confidence in your ability and your commitment to delight our customers and others.
I take advantage of this message to wish you all a Happy New Year. I hope it will be sporty,
ambitious and daring.

From an economic point of view, 2021 has been a great year for Decathlon worldwide in terms of
turnover and results. I thank you for your hard work that allowed us to succeed in many challenges
and to satisfy around 500 million users in the world, serving our company mission “Sport For The
Many”.

Some incredible opportunities are available to us: enhancing customer experience, reinforcing our
unique offer, building our awareness worldwide and accelerating our environmental and digital
transition.

The current great health of Decathlon and our strong ambitions encourage us to accelerate our
company model transformation in order to strengthen our worldwide position as leader in sport.

As such, I am pleased to announce the arrival of Barbara Martin Coppola mid-March as the new
CEO of Decathlon.

Currently based in Malmo (Sweden), Barbara has successfully led Ikea's omnichannel strategy,
digital and transformation for four years.
Barbara, 45 years old, is French-Spanish. She is married and has two kids.

Her career is marked by rich international experience on three continents and by a strong digital
expertise acquired in various leading technology companies in their sector.
Barbara has notably worked at Texas Instrument in Tokyo, Samsung in Seoul, Google in Paris then
San Francisco, GrubHub in Chicago and Ikea in Malmo.

Barbara will be surrounded by a small leading team who have strong company culture experience.

P. 7

Dear Barbara,

I am very honoured that you are joining the Decathlon project. Your human values, your openness to the
world and your humility are completely aligned with our values that we all share and of which we are proud.

Your background, your expertise and your recent experience at Ikea, culturally and strategically close to
Decathlon, will be great assets.

I have complete confidence in your ability to serve our corporate mission and lead an ambitious trajectory.

I am certain of the warm welcome that the Decathletes will reserve for you.

Dear Michel,

From our Strategic Committee, shareholders, teammates, I would like to thank you for the incredible work you
have done here since 2015.

With integrity, boldness, driven by strong convictions, you succeeded in reinforcing an empowering
philosophy in the company, allowing each and everyone to fulfil themselves and live their profession with
passion.

I want to thank you for the great conditions in which you will pass the baton to Barbara and her team in
March. On this occasion, you will have the pleasure of sharing with us your new role in the service of the
Decathlon project.

Barbara, Michel, I want to wish you all the best and all the success in your future responsibilities.

Sportingly,

Fabien Derville
President of Decathlon

DECATHLON P.8
AUSTRALIA

P. 9

DECATHLON P.10
AUSTRALIA

P. 1 1

DECATHLON P.12
AUSTRALIA

P. 1 3

DECATHLON P.14
AUSTRALIA

P. 1 5

DECATHLON P.16
AUSTRALIA

P. 1 7

DECATHLON P.18 DECATHLON AUSTRALIA 2025
AUSTRALIA AMBITIONS

3 000 000 MVP
50% awareness in Sydney and Melbourne

95% Happiness to work
500 000 000 TO

33% from our 20 Stores
33% from digital market places
33% from convenience retail partnerships
80% Eco Design products ( 100% en of 2026 )

50 000 000 GOI

AUSTRALIA 2022 P. 1 9

To sustainably make sport accessible
to more Aussies!

THE RELAY TO 100M

TARGET +30% ONLINE AND STORE GROWTH
800 000 MVP MEMBERS
-1,7 EBIT SO +4,8M IMPROVEMENT
Boost Commerce +30%
Recruitment +100% MVP members
Boost +30% traffic via commercial operation
Conversion rate to 50% in store - 2% online via E FCS & x % dispo
3 products per customer thanks to our merchandising inv, impulse, cons, seduction
Empower Teammates
90% Happiness to work thanks to clear mission and management
Dream Team fulfillment 85%
Developing training plans and careers, 25% internal nominations
Increase Efficiency
Improve product values perception / margin to 42% and bargains
Monitor expense ratio 39%
Increase productivity to aud 300/h
IN 2022: DOUBLE OUR SHARE OF ECODESIGN PRODUCTS

P. 2 0 BOOST: MEMBERS

DECATHLON P.20 HOW WE’RE CURRENTLY TRACKING FOR MEMBERSHIP
AUSTRALIA
Membership is a core focus for the growth of Decathlon Australia and will remain a key focus in the
years to come.
Whilst we have not yet hit our target for 2021 - I believe with the relaunch of our membership program
(more on that later in this magazine) and the busiest season ahead of us, we will come VERY close!
(membership table)

WHAT WILL HELP ACCELERATE THIS IN 2022 AND BEYOND?

The team will be focusing on driving the benefits of this program & adding real value for our MVPs, this
will be done with some of the following projects in the future:

• Finalising RFM modeling - this allows us to know who are customers are, their habits in store and
how to keep them happy throughout their physical and digital shopping journey

• Segmentation and personalisation - this is a big focus for us, as we move to a data led business,
we will ensure we are talking to our customers with what they want to hear and what they are
interested in, not what we want to say.

• Customer journeys - A focus will be talking to customers based on their individual lifecycle
through email - for example, if you’ve recently purchased a bike, their journey will not just be
an email on discounts. These customers will likely hear about bikes ongoing, bundle deals, new
products, add ons and consumables.

And this is only the beginning!
2022 will be the year of understanding our customers at every step of their journey and having a
customer-centric communications approach.

BOOST: OMNI-SALES P. 2 1

Due to the lockdowns across Sydney and The digital figures are fantastic and the costs are
Melbourne, we are not hitting the trajectory for being monitored closely to assist the bottom-line
sales we originally planned, but we are extremely result. We continue to be impressed by the agility
impressed with the resilience we learned from of the team as we continue to learn each day. We
2020. can't wait to see the results throughout November
and December

DECATHLON P.22 BOOST: DELIGHTED OR DELIGHTED
AUSTRALIA
TEMPE

AUBURN

SOUTH MORANG

KNOXFIELD P. 2 3
MOORABBIN
BOX HILL

DECATHLON P.24 MARKETPLACE
AUSTRALIA FOR THE BEST
SELF-INFORMED
RESPONSIBLE CHOICE

MARKETPLACE FRANCE IS
A SUCCESS

Following the explosion of online sales and our determination to expand our digital ranges, the French
marketplace was launched in June 2021 as part of a collaborative project with IT and several other countries.

Our aim: to become the official suppliers
of the best sport, well-being and fitness
experiences.
In doing this, we hope to improve and
expand our existing range with products
rigorously pre-selected for their relevance
and complementarity with the current
range, thereby offering Customers the
best self-informed choice: semi-pro and
even pro products, out-of-stock products,
and popular branded products (Hummel,
Coq sportif, etc.).
The marketplace means we can respond
faster and with greater agility to usage
needs not covered by our passion brands,
enabling us to sell a much broader, more
extensive range with the minimum of risk.

It was extremely well received by Customers, With 150 Partners and 9,000 models currently
with an NPS score of 56 and an average rating available, this marketplace has generated
of 4.2/5. 30,000 orders accounting for a turnover of €4M
Its sales shot up in October with the arrival of the since its launch. It has also helped to usher in more
“second life” store, which – in less than a month younger and female Customers to our online store,
- became its second biggest Partner in terms of as well as reactivating 13% of existing Customers
sales figures. and acquiring more new (26%).

Our next stages include developing Click and Collect with stores for marketplace products, and
connected orders for sellers, with the aim of aligning an experience policy for Customers in store.

Stéphane FASQUEL
Marketplace France Leader
France Transformation Project Leader
Running enthusiast

CULTURE OF USEFUL P. 2 5
DATA AND DIGITAL

ARTIFICIAL INTELLIGENCE
BOOSTS BUSINESS BY
PERSONALISING OUR
PRODUCTS

Personalising customer product emails has E-MAIL PURCHA
become reality thanks to artificial intelligence. ALGORITHM
The explosion of online sales in 2020 has HISTORICAL
given a helping hand to the automated
product recommendation project. To identify purchase visit visit purchase
those we want to send emails to, we use a
“Sport Affinities” algorithm that detects our
Users’ sports, degree of interest and level
of competence. This algorithm is enriched
with all data available from the Decathlon
ecosystem via the member’s account (off/
online purchases, visits, navigation and
interactions with all service apps, etc.).

We are now also working on new generation We’ve connected it to our email tools so that, for
algorithms (neurone networks) to optimise how each email campaign, we have as many email
we harness our Users’ data. versions as recipients.

With “One to One Recommendation”, we’ve First tested in Germany at the start of 2021,
developed a complementary solution designed to this project has shown an improvement in the
automatically select the most suitable products commercial performance of emails, with an 8%
to recommend to each User, depending on increase in turnover. Since getting the go-ahead,
individual needs. “One to One Recommendation” has been
The algorithm calculates each person’s rolled out in 14 countries, and we are currently
probability of purchasing for each model in our examining project viability for others in Asia.
product catalogue, i.e. currently over 1,000 billion It’s also being rolled out on the United mobile app
possibilities, not to mention all the marketplace and online websites, so that visitors can find the
products! products they’re looking for quickly and easily.

The quality of the algorithms we’re developing means we can push personalisation even further, and
we’ll shortly be working on recommendations for advice and automated services.

Guillaume PECHEUR
Product Manager Customer Intelligence / Personalisation
Watersports and Outdoor Sports enthusiast

DECATHLON P.26 INTRODUCING B2B
AUSTRALIA AUSTRALIA:
DECATHLON + COLES

2021 was a year to challenge us all, while also introducing new opportunities to the business and our
Australian commercial strategy and vision.
As you all might be aware, our B2B division successfully launched a testing phase with a major retail
partner in Coles, with test stores all based in Melbourne, Victoria.
The partnership was introduced at the beginning of November 2021, across 8 stores , presenting 65+
Models in each of the stores, while merchandising across 3 Modules covering 3 linear metres per store.
Common thread between both Coles and Decathlon was the vision to deliver SPORTS FOR MANY
AUSSIES while also delivering Convenience in discovering Sport and Category alike Essentials.
Coles - “ A whole century dedicated to giving “conveniently” to Aussie families the products they need
for a happy, healthy home life, at prices they can afford”
Decathlon - “45 years of product innovation and range selection in sports”
Our introduction phase focused on introducing a wider range of products , enabling greater learning
about the Coles customer engagement with Decathlon products and its category leaders.
Balls & Games
Health & Wellness
Hiking and Outdoors
Wheels and Essentials
Water Sports Essentials
Coles Trial Stores : Lynbrook, University Hill, Southland, Roxburgh Park, South Morang, Fountain Gate,
Altona North, Chadstone

So, what is next for Coles and Decathlon partnership
in 2022 and Beyond?

• Best Buys Winter Catalogued Campaign - 70,000 units , 500 stores , 8
Decathlon Model’s. GMV Value - 750K+

• Launch Coles Online- Digital Best Buys Partnership - 10 Model’s -
Coles National Database . GMV Value TBC

• Extend the initial store rollout from currently 8 stores in Vic to further
15 in QLD ( 23 Total). GMV Value TBC

• Introduce a Core Range National partnership across 300+ Stores.
GMV Value - 11M

P. 2 7

DECATHLON + COLES 2022 AND BEYOND

Partnership Strategic Vision and Roadmap for both Decathlon and Coles aims to deliver the 360 degree
view across all channels , category segments and consumer opportunities in 2022.
The strategic play forward will not only increase the Decathlon brand presence in Australia , but also
increase the commercial return for the Decathlon group , and most importantly play an active role in
consumer acquisition.
Our timeline presented starting with our initial store launch , expanding across digital , and catalogue
campaign will not only deliver product but market leading brand and merchandising presence.
Our B2B team is currently developing custom in-store presence from packing to POS development ,
as well as actively discussing National marketing opportunities for our partnership , covering National
Catalogue launch , National Promotions via Flybuy Program , Social and Digital campaigning and much
much more.
Stay tuned for much more in the coming months as we rollout our Phase 2 stage of the Decathlon meets
Coles store partnership…

DECATHLON P.28 TRUSTED BRAND &
AUSTRALIA INNOVATIVE

PRODUCT BRANDS

KIPSTA FUTSAL AND THE
PORTUGUESE TEAM ARE
WORLD CHAMPIONS!

With the brand’s Partners having several titles* since
2019, worn by two members of the Portuguese futsal
team, KIPSTA FUTSAL walked off with the supreme
title of World Champion on 3 October in Lithuania.
Congratulations to our technical Partners João
Matos and André Sousa!

Tiago VALADAS
Futsal Leader
Futsal enthusiast

* World Champion of clubs, winners of the Champions League 2019-20 and 2020-21, and Champion of Portuguese, Spanish and
French leagues.

INNOVATIVE & P. 2 9
DURABLE

PRODUCTS &
COMPONENTS MADE

AVAILABLE

NEW INNOVATIVE COMPONENT:
RUBBER DESIGNED USING
RECYCLED TENNIS BALLS

After brainstorming with the Artengo brand, the Taiwanese teams looked for a solution to recycle used
tennis balls. After several studies and attempts with various research groups, they discovered how to
formulate the rubber from tennis balls to add them to the soles of our shoes!

The key innovation behind this project is
that instead of using complex methods
to turn used tennis ball rubber into
virgin rubber, we are tapping into a more
straightforward process that includes
green felt. Test results show that shoe
soles made from 20% recycled tennis
ball rubber mixed with virgin rubber
perform as well as the virgin rubber that
we usually use.

• Eco-design: can contain up to 20% of recycled tennis balls
in a shoe sole
• Competitive cost: almost the same as the original material
• Performance: fulfils the requirements for the sport
• Visible recycled material: you can see the colour of the
felt and tennis ball rubber
We’re planning to launch 500 pairs of these shoes as a limited
edition, to test the Taiwanese market. We’ll then need to
build a recycling system so we have a constant supply of
recycled tennis balls collected from our Users, thereby
completing the circle and making this dream a reality!

Antoine CULLIER
Decathlon Taiwan Shoe Innovation Engineer
Running and Triathlon enthusiast

DECATHLON P.30 INNOVATIVE &
AUSTRALIA DURABLE

PRODUCTS &
COMPONENTS MADE

AVAILABLE

BOOSTING INNOVATION
THROUGH ALLIANCES WITH OUR
MANUFACTURING PARTNERS

Decathlon is flanked by world Leaders in their fields who enable us to inject cutting-edge technology
and expertise into our products, so we can continue our innovation strategy. Such strategic alliances
are possible since we share the same values with these manufacturing Partners. We cooperate in full
transparency and have sustainable relationships with all.
The CO-CREATED Jogging JogFlow500K shoe is a perfect example of this.
In response to competitors who had already patented many solutions, our Socks and Shoes technical teams,
along with our legal and Kalenji teams, joined forces with three key Partners.
LONATI (Italy) is the world leader in knitting machines
and supplies us with its Exclusive Technology
designed to perfect shoe uppers.
With our manufacturing Partner ALPIN (Turkey),
we co-designed a supremely comfortable
component in their Development Centre
exclusive to Decathlon, ensuring speedy and
confidential prototyping.
And we’ve put all this expertise to good effect
with our manufacturing Partner SEMS (China),
adding the finishing touches to the shoe, scaling
it up for the global market.

Result: a genuine technological breakthrough! The shoes boast unparalleled comfort and freedom of
movement, and cost less than those of our competitors (€45).
The upper is made using a Zero Waste process (20% smaller environmental impact). This automated
process also bodes well for relocating shoe production closer to where the products are sold.

Nicolas ORTS
Wellness Ecosystem Shoe Technical Manager
Running and Watersports enthusiast

INNOVATIVE & P. 3 1
DURABLE

PRODUCTS &
COMPONENTS MADE

AVAILABLE

“REAL INNOVATION” EVENT
UNVEILS WHAT’S NEW FOR 2022

An updated version of the Innovation
Awards held on 21 October after a two-year
absence. The new global digital concept
“Reveal Innovation” was unveiled, with
16 competing innovations in each of
four different categories: Innovative
Design, Tech Innovation, Responsible
Innovation and Usage Innovation.
The event was broadcast worldwide and
to all brand design premises in France; it
also asked Teammates from all corners
of the globe to vote for their favourite
innovations.

Following an immersive journey into the heart Stand-up Paddleboard by ITIWIT and the
of our brand design centres, the 16 shortlisted Traxium Compressor football shoes by KIPSTA,
innovations were revealed in a series of impressive in the “Tech innovation” category.
videos explaining their inception, their claims
and their benefits. The voting sessions gave way The other three winners were: the MH500
to films depicting our time-honoured inventions: Rooftop Tent by QUECHUA in the “Innovative
the 2-second tent and the Easybreath mask. Design” category, the R500E Cargo Bike by B’twin
in the “Responsible Innovation” category, and the
In the end, five innovations were awarded prizes 100 Windsurf Board by TAMAHOO in the “Usage
following a tie between the Ultra Compact Innovation” category.
“To have so many Teammates all together getting a peak at tomorrow’s innovations is a real first for us;
we were hoping for a “seamless” event bringing together everyone from the world of innovation. Our
aim was to celebrate innovation, to show that innovation can inspire in many different ways and take
many different forms, so we can continue to push the boundaries and invent the sport of the future.
”

Thibaut VIERLING
Innovation Communication Referent
“Reveal Innovation” event Leader
Power Walking and Swimming enthusiast

DECATHLON P.32 INNOVATIVE &
AUSTRALIA DURABLE

PRODUCTS &
COMPONENTS MADE

AVAILABLE

DECATHLON’S
INNOVATION MINDSET

“Innovation is in Decathlon’s DNA. Ever since we created our Passion Brands Ultra Compact Stand-up
25 years ago, Decathlon has never stopped innovating in its product Paddleboard by ITIWIT
design. Traxium Compressor
Innovation is a guarantee of exclusivity and appeal. It’s a complex process football shoes by KIPSTA
that takes range uniqueness as a starting point, requiring significant MH500 Rooftop Tent
creativity to spawn projects for us to build on and invest in.
by QUECHUA
Decathlon caters for over 80 sports, involving more than 40 different R500E Cargo Bike by B’TWIN
technical processes. It’s unique worldwide and a formidable opportunity to
innovate in all fields. 100 Windsurf Board
by TAMAHOO
Innovation plays out behind the to do sport and exercise, simplifies
scenes at Decathlon, in the heart of the lives of sports enthusiasts
laboratories that create, test, re-test, without charging the Earth, devises
design and conceive: the Sports Lab, new usages and disseminates sports
manufacturing processes, design, technologies, etc.
R&D and technologies. Innovating is all about pushing the
Innovation at Decathlon is pragmatic boundaries of creation and in a
and tangible, so it can fulfil our number of ways:
Purpose: “To sustainably make • Developing usage
the pleasure and benefits of sport • Using new technologies
accessible to the many”. • Inventing new designs and new
It’s a real driver of innovation, and product architectures
one that makes it easier for people • Innovating to reduce environmental
impact

In the last few years, the urgent need to reduce the environmental impact
of our activities has only increased. Sustainable development has become
a key innovation issue, and this means another challenge for design and
production teams. Everything interdepends on innovation! The best
products are the creative synthesis of all of these challenges. ”

Irwin WOUTS
Decathlon United
Sport and Process Innovation Referent
Stand-up Paddleboarding enthusiast and Bike Commuter

INNOVATIVE & P. 3 3
DURABLE

PRODUCTS &
COMPONENTS MADE

AVAILABLE

GETTING A HEAD START
WITH “GAME CHANGER”
TECHNOLOGIES

Components and technologies are essential ingredients in our products. At the heart
of the “New Industrial Giant” manufacturing project, we hope to invest upstream in
order to adopt superlative components and technologies known as “Game Changers”.
By harnessing them on an exclusive basis, we’ll be able to create and sell exceptional
products, stealing a march on our competitors.

It involves new materials (new organic technologies have already been
plastics, new tent fabrics, etc.) and new identified across the world, with others
ways of assembling several materials - to follow in the coming months. 15 of
or new production methods. these 40 solutions stand out for their
Being able to use these technologies exceptional value creation.
means our products perform better To achieve our industrial ambitions,
(more durable, more waterproof, etc.), we’ll be investing in technologies that
have less environmental impact, and generate the most value and that will
are more available for our Customers - be widely circulated as part of our
and at the best possible prices. product ranges.

This strategy involves forging Previously, we have fine-tuned
external partnerships to facilitate the exclusive technologies such as our
quickest possible access to the best “Fresh&Black” component, the only
technologies. one of its kind on the market, which
In 2021, all of our manufacturing now features on over 50% of our tents.
teams identified 120 technological Soon we’ll be in a position to guarantee
challenges in the shape of inexorable high level waterproofing in all our
strategic problems. In response to outdoor shoes, as well as smooth and
these 120 challenges, 40 cutting-edge natural electric-assist for our bikes.

Our aim is now to renew this large-scale strategy to become Leader in the types of products concerned.

Jeremy CORNOLO Guillaume LENCLEN
Decathlon United Innovation Coach Game Changer technologies Leader
Decathlon United
Football and Running enthusiast Foil enthusiast

DECATHLON P.34 NETWORK OF
AUSTRALIA LOCAL

TERRITORY
LEADERS

DECATHLON GETS BACK ON
COURSE IN AUSTRALIA

“A paradise for sporty types”. Melburnians and Sydneysiders are some of the sportiest people in the
world, due in no small part to their sporting culture, outdoor environment, superb sports facilities and
high standard of living.

In 2016, we launched our online website with Despite these strong points, our financial results
2,000 models, before opening our first store did not match expectations, and our model as it
in December 2017, a 3,700m2 retail space in stood proved difficult to reproduce.
Sydney. Australia currently numbers five stores In 2019, we set about identifying the weaknesses
and multiple Click and Collect points, which are inherent in our model, to steer us into profitability:
helping to deliver a local omnichannel experience. • mindshare close to 0%
We’ve won Australians over by dint of key local • a product range requiring considerable adaptation
differences, such as 80 sports under one roof, • an unworkably low margin
exceptional customer service, a wide product • excessively high costs.
range and unbeatable value for money.

NETWORK OF P. 3 5
LOCAL

TERRITORY
LEADERS

AUSTRALIA

• We then quickly defined and implemented new strategic directions so as to boost our performances:
• Talent recruitment and more appropriate management by dedicated Leaders, which improved the
winning employee survey by 20%.
• Significant investment in communication (digital and CRM*) which doubled mindshare from 10% to
20% and now enables us to reach 800,000 members.
• Improving the digital experience and developing Click & Collect, tripling our online turnover share
in 2020, which enjoyed a boost during the Covid crisis.
• Increasing the availability of our ranges of passion products and 100 Partner brands, which
underpinned a turnover growth rate of more than 35%.
• Adapting our commercial energy and momentum, and adjusting our prices to the local market, which
saw us boost our margin from 30% to 40%!
• Boosting efficiency in terms of organising and optimising our costs, which generated a 30% increase
in hourly productivity and productivity per m2.
This phenomenal turning point in our sales and profits has meant we’ve been able to improve our
average store result by A$1.9M (€1.3M) and by A$15M (almost €10M) across the whole country in just
two years.
• Retail should be in a position to break even this year.

For several months now, we’ve been experiencing Australia’s leading supermarket chain.
a significant slowdown hampered by record Our updated target for 2022/2025 hinges on a
lockdowns (lasting over 300 days) in Sydney and three-pronged retail strategy:
Melbourne. Digital – Stores - Selling with others.
We are gradually re-opening and will be pursuing Our aim is to increase our turnover from A$60M to
our efforts to find our rhythm again. In November, A$100M in 2022, and to A$500M in 2025.
we’ll be opening our sixth store in Melbourne and We’re expecting the country to break even in 2023.
kicking off our first “Selling with others” alliance
by offering a “sport essentials” range at Coles,

Olivier ROBINET
Decathlon Australia Leader
Kitesurfing addict

* Customer Relationship Management

DECATHLON P.36 SOUTH MORANG
AUSTRALIA OPENING

Decathlon South Morang opened last December with a new
service desk and tills area.
The design has been refreshed to highlight the points of
difference of Decathlon: innovation, MVP and exclusive services.
The functionality of the service desk has been redesigned in
order to improve the click and collect experience as well.
Our customers now have a dedicated lane and a brand new one
hour Click and Collect service!
We aim to extend this new service to all the stores in 2022.

P. 3 7

• Opening weekend was a great success, the sun was out and so were the cues to be the first customers
through our door to receive there voucher. Very good buzz and atmosphere to opening weekend

• Plenty of activities were held in store for customers to win prizes, some of these activities include
the 2 second tent pack up challenge, basketball and soccer challenges, also a cycling challenge and
a keep up challenge with the Jianzi

• Great local support from partner clubs and local media outlets on the opening weekend, decagrill
was in full swing for the weekend. Deanna Berry from the Western Bulldogs was in store running a
handball competition for our customers

• Current member status is 7,122
• TO for the weekend was $65,624 with our Archery set, Blue easy nets, Jianzi and Black men's fitness

shorts been some of the customers favourite purchases

Thank you to everyone for the help and support during the entire process of opening the store, it has
been an amazing achievement and we look forward to the many success to come in the future

Nicolas Calloway

DECATHLON P.38 NETWORK OF
AUSTRALIA LOCAL

TERRITORY
LEADERS

BRAZIL

BRAZIL FOCUSES ON
SELLING WITH OTHERS
TO GROW ITS SALES

Decathlon opened its first Brazilian store more than 20 years ago. Today the country has 42 stores
and an online store launched in 2013. The e-commerce market is particularly important there
and digital sales have been boosted by 45.8% since the beginning of the year, compared with the
previous 12 months.

In addition to their Decathlon.com.br online store, The most popular, such as Mercado Livre (from
marketplaces constitute an extremely efficient Argentina) and Americanas.com even rank ahead
sales channel. The Covid crisis has enabled digital of the world leader, Amazon.
teams to initiate this sales model “with others” in The presence of our products on these channels
partnership with the Rappi site. This has enabled increases their visibility exponentially and allows
our Customers to access its ranges and benefit us to benefit from a qualified audience.
from rapid delivery.

“Selling with others is a very interesting lever Our sales have been growing steadily and reached
for us because the main marketplaces operating a near 16% share of our digital sales volume in the
in Brazil have a huge audience volume. third quarter.

We have put marketplace at the heart of our digital strategy and are focusing on 4 strategic pillars to
select our Partner.
• Niche market
Channels that make it possible to gain mindshare for our brands, and consequently market share.
• Rapid growth
Big players that have a huge audience volume, allowing for rapid growth.
• Profitability
Ecosystems that offer an opportunity to develop sales in high-profit categories.
• Services
Players with a large logistical infrastructure and offering solutions that significantly reduce delivery
times and provide same-day delivery.

NETWORK OF P. 3 9
LOCAL

TERRITORY
LEADERS

We are currently working with six Partners, be opening new channels, but developing the
including the two most important in the country, current ones, making the operation more efficient.
and are going to add two more at the end of Our ambition for next year is to achieve 85%
2021. In 2022 our objective will not necessarily growth compared to 2021.

Jorge MONTEIRO Cédric BUREL
Decathlon Brazil Marketplace & Decathlon Brazil Leader
Kitesurf enthusiast
B2B Leader
Squash enthusiast

DECATHLON P.40 OUR HUMAN AMBITION FOR
AUSTRALIA PRODUCTION: TO HAVE A
POSITIVE SOCIAL IMPACT
LOCALLY

Every year, Decathlon makes over a billion sports products available to our Customers and Users.
Production activity accounts for a million indirect jobs, spread out across 15,000 suppliers worldwide.

We believe that human responsibility stretches right To ensure that their product manufacturing
across the value chain, from our Customers, Users qualifies as responsible and socially conscious in
and Teammates and, in a wider sense, Supplier terms of people and the environment, we expect
teams. This is the far-reaching “People” aspect them to sign up to our code of conduct and comply
that Decathlon is committed to. In production, with our requirements, so as ensure safe working
as well as logistical and technical criteria, we’re conditions, fair employment and environmental
prioritising suppliers we can work with long-term protection. Every year, we conduct audits designed
and who share our values and ambitions. to co-define work and improvement pathways.

Read our code Our 2,178 Teammates working across
conduct here 42 production offices are there to support with
these issues. Over and above these commitments,
we hope to go further still and contribute to our
“Be Useful to People and the Planet” Purpose,
as we think Decathlon should and can have a
positive social impact on the people making our
products and on their local communities, too.
We hope to encourage and cooperate with our
Partners so we can exceed the required level of
provision and work together to achieve sustainable
improvements to the lives of production workers.

This summer, we set up a survey aimed at anyone working in production, with the aim of understanding
existing projects and good practices, and harvesting expectations and ideas. The goal is to work with all
stakeholders to build a sustainable value creation project for those in production.

Anne COCQUERELLE Ronan LE MOGUEN
People Project Leader Sustainable Development in
Production Leader
Hiking enthusiast Mountain Biking enthusiast

P. 4 1

OUR MANUFACTURING PARTNER
ALPIN OPENS A “SOCIAL
CENTER” FOR ITS EMPLOYEES

We’ve been working with ALPIN, one of the world’s leading sock manufacturers, since 2010. Its sock
knitting factory numbers almost 1,000 employees from the Ankara region. Four years ago, we signed a
partnership with Alpin, and now it accounts for over half of our global volumes.

The firm is a so-called “BestofBreed”, i.e.
a model partner combining industrial
excellence, sustainable development
and people-focused ambitions.
The Turkey and Campus Decathlon
teams have worked with Alpin since
2019, in order to fine-tune the “social
center” project.
This is a space designed specifically for
sport, located on the actual factory site
so that employees and their families
can access it and at any point during
the week.
This “social center” constitutes several
outdoor sports grounds close to a newly
landscaped park. In the indoor section,
alongside the sports facilities, are a
cinema theatre, a creche and a canteen,
with a media library opening soon.

Inauguration on 18 October, in the presence of our president Fabien DERVILLE, Çankiri, Turkey

It seemed obvious to want to support the initiative of its director, with whom we share the same values of
generosity and responsibility. He used our facilities and practices as inspiration for leading the project.
He measured the participation and satisfaction rate of his Users and also set up a survey similar to our
Decathlon Teammates Barometer.
The costs of these measures are incorporated into the cost of buying the socks.
Everyone’s a winner! By helping to improve teams’ well-being, ALPIN is encouraging their loyalty and
thereby retaining skilled employees in a sector where other employers are just setting up.

Giannino GRASSO
Decathlon United Sock Manufacturing Leader
Golf enthusiast and nature lover

DECATHLON P.42
AUSTRALIA

P. 4 3

DECATHLON MAKES NEW
CLIMATE COMMITMENTS

Our aim is to reduce our carbon footprint To this end, Decathlon signed up to new
by aligning ourselves with the scientific commitments in 2021, approved by the Science
recommendations made by the international Based Target* scheme, designed to halve its carbon
community (Paris Agreement), and to help intensity (i.e. the number of tonnes of CO2 emitted
achieve global neutrality by 2050. per euro of turnover) for the period 2016 - 2026.

These commitments affect the whole of our value chain:
• In design: via our eco-design products.
• In production: by helping our suppliers to reduce their carbon footprint (e.g. renewable energies).
• In supplies: by choosing a low carbon transport mode (e.g. reducing the proportion of air freight).
• In retail: by growing our sustainable turnover through repairs, second hand product sales, rental and
subscriptions.
Aside from this 2026 target, working towards carbon neutrality will require us to speed up the
transformation of our business model, by offering products and services relating to the usage and
functionality economy, encouraging eco-designed, sustainable and ultimately recyclable facilities and
equipment.

Emmanuel CIBLA
Decathlon United Climate Strategy Referent
Racket sports enthusiast

* The Science Based Targets initiative brings together businesses to help them scientifically approve their greenhouse gas reduction
strategies in order to speed up the transition to a low carbon economy. The SBT initiative identifies and highlights good practices in
awpriptrinogveatChOe2trraedjeucctotiroinestrwarjietctetonrby;yitbpursoinveidsesesst.he resources required to validate this objective and to scientifically and independently

DECATHLON P.44 A FILM EXPLAINING THE
AUSTRALIA ECO-DESIGN APPROACH OF
THE QUECHUA FLEECE

It’s been 10 years since Quechua launched its eco-designed fleece made from recycled polyester!
On 12 October, the Quechua teams held a digital event to celebrate this anniversary, inviting Teammates
behind the scenes of their eco-design process.

At Decathlon, eco-design refers to products
subjected to processes that aim to reduce
environmental impacts at all stages along
the chain (design, production, transport,
packaging).
The brand retraced each of these steps in
a documentary to highlight the processes
capable of reducing the impact of its fleeces.

New avenues were explored, such as
manufacturing closer to consumers and fleece
recyclability. A collection project was trialled,
to harvest used fleeces so they could be given
a second life.

This event was also an opportunity to present
the latest range of fleeces. It goes without
saying that they retain all of their usual
properties: warmth, breathability, design and
functionality.

“We all can and must be part of a greener
Decathlon! This project aims to enable
all employees to find out more about our
practical achievements in eco-design, easily
and in complete transparency. We have also
covered topics following on from the Quechua
fleece, with responses to the challenges of
sustainable development at Decathlon. We’re
also launching an external communication
campaign to show our communities what
we’re doing.
”

Julie BORDEZ
QUECHUA Communication Leader
Mountain sports enthusiast

P. 4 5

DECATHLON P.46 TEMPE by Tim
AUSTRALIA
What a roller coaster 2021 has been once The fundamentals of a Leader, Tills training,
again. Captain training, and the new addition to the
Between an incredible start of the year, the list: MVP training.
lockdowns pulling the breaks right when we We entered the peak with the best intentions,
hit the 6th-month mark, the reopening with unfortunately, we are seeing an overall
an incredible rebound on the first week, and negative trend in Australia. Nothing can hold
then a very strange start of the peak... One us down, we're doing the best we can while
thing we are extremely good at is adapting! we go through the storm and we don't forget
11th of October, the main aisle is clear, the where we come from. We also didn't miss
layout looks great, the TG's and Dumpbins the opportunity to get together for an epic
are full, the entrance is transformed with Christmas party, eventful with 2021 Decas
the new MVP design, the store smells like awards and a fun & joyful Secret Santa! The
summer and the staff is so excited: it's Decathlon Teammate Barometer survey
reopening day! A day we all waited for and results came back with staff happiness at its
what a feeling. +30% on opening day and the highest in the store since its opening: 93.8%!
biggest Saturday ever since the opening of Our eyes are already focused on 2022 and
the store with over 140K and +66%. we are looking forward to our next store
We were finally open again after long months meeting where we will align on our strategies
of lockdown and intense C&C activity, and with a strong focus on our MVP growth, our
it was so good to have staff, customers presence in the community, and our actions
and a nice-looking store alive with normal for the planet.
business. I couldn't be prouder of the Tempe team
In preparation for the peak, many new faces during this incredibly crazy year. I believe
have joined the team: Nicola, Abi, Mel, Lily, the team is becoming more mature from
Matthew, Nirav, Giang, Sam, Perla, Sylviah, one year to another and Resilience and
and the Miranda teammates Cameron & Responsibility were two words that sum-
Gerard! up well 2021. Now let's set our eyes on the
We resumed our normal management (with horizon and let's head into next year with the
individual & team meetings) and focus on same attitude, learning from the past and
staff with heaps of trainings to catch up on: with the constant mindset of being better
Values & Intention, Boost customer service, than we were yesterday, as individuals, as a
team, as a business.

KNOXFIELDby Terence P. 4 7

It was a very strange but exciting second half of the year at Knoxfield. After a very positive and
promising mid-year meeting we went into a 3 month lockdown! Despite this there has still been
a lot of exciting changes in store!!
Following the departure of Shaanine and Bryn at the beginning of the year to join the South
Morang project, 2 other teammates joined them, Maggie as Store Leader and Nick as Ops
Leader. Their positive attitudes and excellent work ethic will be missed but their nominations
have created new opportunities in our store.
With Nick’s department being split in two, Jess Hannan has been promoted to the department
manager of Water, Racket and Team sports. Carol has joined us from the Box Hill store as our
new operations manager. We also welcomed our new Fitness and Running Manager Jamie
Ostmeier who joined us from Coles.
Congratulations to you all and I know you are going to be very successful in your new roles!
Eventually we were out of lockdown and celebrated our Grand Re-opening once lockdown had
ended with a very successful decagril. Not long after we entered the holiday season and had our
store christmas party at a local sports bar and everyone participated in our store-wide secret
Santa !
Everybody is now focusing on making 2022 a very successful year !
Let's gooooooo

DECATHLON P.48 SOUTH MORANG by Maggie
AUSTRALIA
The Christmas Miricle or that is what I like to call it. We did it, team, we made the impossible
possible by opening the doors of Decathlon South Morang in time for Christmas, making sport
more accessible in the Northern suburbs of Melbourne.

The implementation of South Morang was a challenge like no other and I
cannot thank everyone enough for participating in this crazy experience,
definitely one we will never forget. It was amazing to see everyone come
together from Sydney, Melbourne stores and the services. Thank you all for
your can-do attitude, good energy and massive smiles. Once again it shows
we are stronger together. It was all worth it to see the smiles of our customers
on opening day.
Since the opening, we have worked a lot on training, layout standards and
improving our efficiencies. We are also working hard on local communication
to improve our trend and continue the fantastic effort started by Tiziano who
is carrying over his mission on membership from the opening.
People first!
We have a fantastic team who are local to South Morang and know the area
very well. The team is dynamic and eager to learn as we have the challenge
to improve the awareness of Decathlon in the area. Shaanine Managing
Mountain, Melinda cycling and the recent promotion of Lola and Tiziano to
department managers of Multi-sports and Fitness/Running.
Before Christmas, we were lucky enough to celebrate the first month with a
fantastic night bowling. It was a chance to have some fun and reflect on the
craziness of the last month. Well done Connor for winning the best Christmas
outfit on the night.
So now the game is on, let's make South Morang profitable and launch the year properly yoohoo.
Go team!
• Opening weekend was a great success, the sun was out and so were the cues to be the first
customers through our door to receive there voucher. Very good buzz and atmosphere to
opening weekend
• Plenty of activities were held in store for customers to win prizes, some of these activities
include the 2 second tent pack up challenge, basketball and soccer challenges, also a
cycling challenge and a keep up challenge with the Jianzi
• Great local support from partner clubs and local media outlets on the opening weekend,
decagrill was in full swing for the weekend. Deanna Berry from the Western Bulldogs was in
store running a handball competition for our customers
• Current member status is 7,122
• TO for the weekend was $65,624 with our Archery set, Blue easy nets, Jianzi and Black men's
fitness shorts been some of the customers favourite purchases
Thank you to everyone for the help and support during the entire process of opening the store,
it has been an amazing achievement and we look forward to the many success to come in the
future.

BOX HILL by Morgan P. 4 9

Wooowww what a crazy year and such a great finish !!! The store went through a
massive rush in the last few weeks of lockdown : Channel 7 came to the store,
Boxhill and Fitzroy Click&Collect went crazy and we trained all our new teammates
on the essential trainings.

We have now a super trained team !! That was a key ingredient for a successful
opening and it seems that our customers were happy to find a brand new store for
summer with a new mass plan.

Early December all teammates were focused on the store SCF challenge to make sure
customers would see a beautiful layout for the Christmas purchases and it paid off !

The Fitness running team celebrated their Victory at the Christmas party, free second
round for the team ! It seemed like the other teams had a lot to celebrate too.

With the relaunch of the store project during the captain day we are in a good
position to start strong in next year ! 2022 Bring it on !!!

DECATHLON P.50 MOORABBIN by Aga
AUSTRALIA
Moorabbin has been absolutely thriving over
the course of the year!
Over the course of the challenges which we
have conquered throughout the pandemic,
our managers have found their groove and
confidence which has tremendously improved
our layout and customer experiences. We have
a tight knit Decathlon family which includes
29+ casuals we welcomed into our family
throughout the year.
We have also heavily invested into upskilling
and enriching our teams abilities, for both
existing and new teammates.
We have also has the pleasure to welcome our
new operations leader, Channak into our family.

Since joining our family, Channak has helped us to raise our layout
to a higher caliber and her smile makes our store seem all that much
brighter.
We recently also celebrated our Christmas with some trivia and an
awesome party of the (deca)de.
We also have the pleasure of hosting, not one, not two but three
markets throughout the course of the year! And many more
community engagement events to come!

Most importantly Our
store plays together
and we love to win
together, we work
together for the
benefit of the team