Published by Global Banking & Finance Review®
Posted on March 31, 2025
1 min readLast updated: January 24, 2026
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Decathlon's 2024 sales grew by 5.2% as new CEO Javier Lopez takes charge, focusing on brand transformation and expansion with 68 new stores.
LONDON (Reuters) - Sports retailer Decathlon reported stronger sales growth for 2024 on Monday and said its brand-focused transformation would continue this year, after the company named a new chief executive last Thursday.
The privately-owned company appointed 25-year company veteran Javier Lopez as CEO, taking over from Barbara Martin Coppola who led the company for three years.
Known for big-box stores that sell everything from tents and bicycles to running shoes, Decathlon launched a new strategy last year and invested in marketing as it aims to make its own brands such as Quechua and Kiprun compete better against Nike, Adidas, and others.
Revenues in 2024 were up 5.2% at constant exchange rates to 16.2 billion euros ($17.50 billion), Decathlon reported on Monday, stronger growth than 4.4% in 2023.
Decathlon had 68 more stores worldwide in 2024, for a total of 1,817 stores in 79 countries.
($1 = 0.9255 euros)
(Reporting by Helen Reid, Editing by Louise Heavens)
The article discusses Decathlon's sales growth in 2024 and the appointment of a new CEO, Javier Lopez.
Javier Lopez, a 25-year company veteran, is the new CEO of Decathlon.
Decathlon's sales grew by 5.2% in 2024.
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