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widen our in-person customer experience and product offering. We mind. One example I’m really proud of is our recent release of the first
will also rapidly increase the speed of which we reduce our impact on ever post-mastectomy sports bra,” says Mazillier.
the planet with more eco-design products and a real offer based on a Discussing the role of social media, Eric speaks about how the
circular economy,” Mazillier highlights. team at Decathlon believe that social media should be a community
The brand has a clear vision of where they want to be in the future where brands can connect and interact with customers in an open
and they are always reinventing themselves and considering new markets and genuine way. He goes onto say that social media for them is,
based on consumer demand and opportunity. ironically, about using modern technology to highlight the human side
Utilising materials from more sustainable sources is at the forefront of the brand.
of their product design. This, combined with manufacturing processes “At the heart of our success is the real and genuine love and passion for
that have a smaller impact on the planet, is how Decathlon paves the sports. All our key differentiators revolve around this, from our people
way for new product development. By taking an Ecodesign approach to in-store who offer specialist expert advice and help to our customers
product development, whereby the environment is considered from the across 70 different sports, to Decathlon’s main brand objective of
very first design stages, Decathlon is at the cutting edge of the market, making sports accessible for the many.”
and importantly, stays true to the brand by being helpful to the planet As he looks to what comes next, Mazillier feels the greatest challenge
and its people. for Decathlon will be achieving their desired growth in a sustainable way.
“Our Sports Labs in France are full of expert product engineers who “As a large global retailer we have a huge responsibility to protect our
use cutting edge innovation to create new products designed specifically planet, to ensure that future generations can enjoy the privileges that we
to meet a consumer need. We create our products with real people in take for granted today,” Mazillier concludes.

Livingston, Scotland
Tribord Sailing Lab
La Rochelle, France

Made For Everyone

Decathlon is a family-owned company founded in 1976 in Lille, France and it Barcelona, Spain
was born out of the idea that the best sports products should be accessible to
everyone. In this interview, RLI sits down with Eric Mazillier, CEO of Decathlon
UK to learn more about the business and what its future goals are.

t its core, Decathlon is for sports lovers, the team players, like these that make the company the largest sports retailer in the world.
the beginners and the fanatics. Regardless of race, religion or Recently the brand has overseen openings across the UK in Cardiff,
Acreed, the brand was created to support everyone through Kent and Glasgow. These openings were concessions in Tesco
their sports journey by providing expertly designed kit and equipment at superstores, allowing them to reach more customers, creating a more
unbeatable value. rounded shopping experience for guests, who can do their weekly shop,
Good examples of this include the tennis racket used by Gael Monfis as well as browse all of Decathlon’s sportswear, all under one roof.
to win the Adelaide tennis tournament, the future Kipsta ball that will be Outside of the UK, they unveiled their latest Decathlon Malaysia site
used in the French Ligue 1 by superstars like Lionel Messi and Neymar on 14 May, launching a 4,000sq ft space at The Shoppes at Four Seasons
from next season, and the Van Rysel equipment that will be used during Place. This new store sells 12,000 exclusive products, covering more
the next Tour de France by the Cofidis team. than 60 sports such as cycling, martial arts, racket sports, skating and
“Our members of staff are all sports enthusiasts who have turned many more. Ideal for campers, the store is now incorporated with VR
their passion into a job. We come from all over the world – a community tech where customers can experience their best-selling camping tents
made up of semi-pros, casual participants and novices,” explains Eric before purchasing. The site even comes with a vegan-friendly restaurant
Mazillier, CEO of Decathlon UK. “Our mission is to help more people in as Agrain opens its seventh outlet in Malaysia to make eating healthy
the UK get more physically active and healthier through sport.” simple and accessible by oven-baking meals for its customers.
Today the company operates 2,080 stores across 56 countries and “Looking forward, we have an exciting year ahead with further growth
they have almost 100,000 Decathletes in their employment, it is figures and expansion across the globe. We are opening new stores to help

Ontario, Canada Egaleo, Greece

Stuttgart, Germany