Decathlon UK moved significantly closer to profitability in 2025 after a combination of price cuts, strong online growth and store optimisation helped boost sales.
The sports retailer reported turnover of £285.5m for the year to 31 December 2025, up 9.6 per cent from £260.6m the previous year, while operating losses narrowed sharply from £16.7m to £4.2m.
Online continued to be a key growth driver, with digital sales rising 28.3 per cent to £85m, supported by improvements to delivery, click-and-collect and home delivery services.
Decathlon said performance was driven by a more focused commercial strategy, investment in lower prices and ongoing optimisation of its UK store estate. The retailer cut prices on key products during the year, delivering 6 per cent deflation on comparable models as it targeted increasingly price-conscious consumers.
As part of a wider portfolio review, Decathlon also closed six underperforming stores from late 2024, redirecting investment into higher-growth omnichannel operations and upgrading remaining stores to operate as more efficient sports hubs.
Momentum has continued into 2026, with Decathlon reporting 12 per cent omnichannel turnover growth in the first five months of the year. Like-for-like store sales increased 3.83 per cent, while online and marketplace sales rose 25 per cent. The retailer has also introduced a further 5 per cent price reduction on comparable models this year.
Looking ahead, store portfolio agility remains a priority, following the relocation of its Croydon store into an IKEA site. The new format operates with 60 per cent less sales space while still stocking 90 per cent of customers’ most popular product lines.
Chief financial officer Franck Laden said the business had moved from “a transformation phase into an expansion phase”, supported by an £83m capital recapitalisation completed at the start of 2026.
Alongside its financial progress, Decathlon also highlighted sustainability gains, delivering more than 130,000 circular services through buyback and repair programmes and cutting location-based greenhouse gas emissions by 45 per cent versus 2019 levels.
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