Decathlon has signed a letter of intent to acquire 50% of SAS Sport 2000 France, the central structure supporting the cooperative’s network of retailers.
According to Outdoor Industry Compass, the operation was announced on August 31 and concerns exclusively France, and will have to be submitted to consultation with employee representatives and approval from the relevant authorities. According to Bastien Grandgeorge, Managing Director of Decathlon France, the completion could come in 2027, subject to approval from the French competition authority. The financial terms have not been disclosed.
Decathlon will not directly acquire the Sport 2000 stores, which will remain owned by the independent entrepreneurs of the cooperative: the investment will concern the central structure, responsible for activities such as purchasing, assortment development, logistics, and marketing.
The mountain at the center of the strategy
For Decathlon, one of the most interesting elements of the operation is the strong presence of Sport 2000 in mountain areas. Mountain sports already represent about 25% of Decathlon’s business in France, but the group currently only has five stores in mountain locations, compared to Sport 2000’s approximately 190. The partnership would therefore allow Decathlon to quickly strengthen its presence in ski resorts in the Alps and the Pyrenees, as well as in numerous rural areas. Possible synergies include ski rental, as well as bike repair and potential collaborations in e-commerce.
Decathlon brands in Sport 2000 stores
Another possible development concerns the distribution of Decathlon’s proprietary brands through Sport 2000 stores. For Decathlon, this would be an evolution of their distribution strategy, allowing brands like Quechua to reach locations where opening a dedicated store may not be feasible. However, at the moment, the categories or brands involved have not been specified.
If approved, the partnership will lead to a unique combination: Decathlon will become a shareholder of the central structure of one of the main French networks of independent sports retailers, without directly acquiring the stores.
