Decathlon to sell own brand goods only in stores
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French sporting goods retailer Decathlon, which markets the Caperlan fishing tackle range, plans to sell only own brands in the future.
According to sports trade journal, SportEco, the global chain has informed several major brand suppliers of the move. These include tackle and gear from many of the world’s top manufacturers, including Daiwa, Pure Fishing, Okuma, SERT, Garbolino, Shimano and Rapala VMC Corporation.
Decathlon currently has an own-brand share of 70% to 80%. But Genevieve Mulack, of Decathlon Germany, told sports trade newspaper, SAZsport , that the company’s future goal is to develop all its own products.
Decathlon opened its first store in 1976 and now claims to be the largest sporting goods retailer in the world, with stores in around 50 countries and revenues of more than €10 billion.