Decathlon announces partnership with Flipkart

 15 Nov 2017 | Consumer Goods


A good news for all the sports lovers and enthusiasts in India- popular sports equipment giant Decathlon has announced partnership with Flipkart in India. Started in Lille, France in 1976, Decathlon is the world’s leading sporting goods retailer. The company specializes in sports equipment, fitness products, clothing, footwear and accessories.

 For the uninitiated, Decathlon deals in various sporting goods that ranges from tennis rackets to advanced scuba diving equipment. Now one might wonder if they are the largest, why aren’t they as heard of as common sports brands such as Adidas, Puma etc.? The reason behind it is their various brands for each sports. 

Top brands like Btwin, Domyos, Kipsta, Kalenji, Quechua etc. are all brands of Decathlon. The name Btwin should obviously ring bells as it is one of the most prominent brands in cycling and accessories.The strategic deal will bring the entire product range of Decathlon to Flipkart, enabling its 100-million customer base, across India. This will also be beneficial to the sport enthusiasts, as currently there are only 52 brick and mortar stores of Decathlon in India. 

The deal is expected to bring the whole catalogue of products Decathlon offers in its physical stores at the same price. Rishi Vasudev, Head of Flipkart Fashion, said, “The sports and fitness industry in India is estimated to be worth $1.8 billion, while the online penetration in the category is currently pegged at only seven percent…This is a milestone partnership where a sports retail giant like Decathlon has chosen Flipkart as its preferred partner to expand its reach to online Indian shoppers.” 

On the competitors front, Amazon, Flipkart’s biggest rival offers sports goods as well. This years sale annual sale saw Amazon gain ground in the fashion department with a reported 7x in sales thanks to sports goods. Amazon’s Fashion head, Arun Sirdeshmukh added, “Amazon Fashion exclusive brands — Under Armour and New Balance - also saw close to 10X jump as compared to normal business days in terms of units sold. 

Flipkart has already seen 100 percent YOY growth. This partnership is seen as an effort by Flipkart to maintain the momentum in sport category going forward.