Decathlon, one of the world’s largest sporting goods chains, has yet to turn a profit in Australia since its 2017 launch. Its attempt to pivot towards smaller suburban stores has not stopped the company’s downward trend, even as global competitors begin targeting the same value-driven customer group.
Internationally, Decathlon operates 1,800 stores in more than 60 countries. In Australia, however, it runs only five large-format outlets and a handful of compact suburban stores. Revenue dropped to $35.2 million in 2024, down from $43.9 million in 2023, with net losses totalling $17.1 million this year. Although smaller than the previous year’s $24.4 million loss, this result remains far from a recovery. The brand reached a sales peak of $51 million in 2022 but has seen consistent decline ever since.
The company recently tested mini-stores of around 50 square metres in Sydney suburbs such as Manly and Bondi. While several stores opened and there were plans to reach ten sites, there are no clear updates on future rollouts. A niche following has developed among ski enthusiasts who favour Decathlon’s own-brand gear created in the French Alps. However, the retailer has yet to gain broader traction in Australia's competitive retail market.
Pressure on Decathlon is expected to grow. British retailer Sports Direct is entering Australia through a joint venture with Accent Group, aiming to open up to 100 local stores. The first store is set to open in Fountain Gate, Melbourne, this November, with four more locations expected in the 2026 financial year. Much like Decathlon, Sports Direct will focus on affordable sporting goods and activewear for price-conscious shoppers.
Meanwhile, Australian players like Rebel continue to perform well, with sales rising by 4.8% to $1.4 billion in 2025. Even Aldi has risen to become the country’s leading seller of ski gear, underscoring the fierce competition in the market. As rivals, both local and international, push forward, Decathlon’s future in Australia appears increasingly uncertain.
