Decathlon UK has posted a 9.6 per cent rise in turnover after price cuts, online growth and store estate changes helped the sports retailer move closer to profitability.
The retailer reported turnover of £285.5m for the year to 31 December 2025, up from £260.6m the previous year.
Online sales surged 28.3 per cent to £85m, while operating losses narrowed from £16.7m in 2024 to £4.2m.
Decathlon said its performance was driven by a more focused commercial strategy, investment in lower prices and the continued optimisation of its UK store estate.
The sports retailer cut prices on key products during the year, resulting in six per cent deflation on comparable models as it sought to appeal to cash-conscious shoppers.
It said the strategy had improved customer value perception and supported volume growth, in line with its aim to make sport more accessible.
The business also closed six underperforming stores from late 2024 as part of a wider portfolio review, removing loss-making sites and redirecting investment into higher-growth omnichannel operations.
Decathlon said it had upgraded delivery and click-and-collect capabilities, widened home delivery options and improved online ordering as part of a broader push to modernise the customer experience.
The retailer also invested in its remaining store estate, with shops being positioned as more efficient sports hubs serving both family shoppers and specialist athletes.
The momentum has continued into 2026, with Decathlon UK reporting 12 per cent omnichannel turnover growth across 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.
It also stepped up its price investment this year, with a further five per cent reduction on comparable models.
Decathlon UK said portfolio agility would remain a priority for the rest of 2026, following the relocation of its Croydon store into an IKEA site.
The new Croydon format has 60 per cent less sales space than the previous store, but stocks 90 per cent of models across customers’ favourite sports.
Chief financial officer Franck Laden said the results showed Decathlon had moved “from a transformation phase into an expansion phase”.
He said: “By taking calculated risks with our volume-led ‘Price Drop’ strategy, re-organising our support functions and rolling out our new store model in Croydon, we have broken away from standard retail stagnation.
“Backed by a massive capital recapitalisation of £83m executed on January 1, 2026, our balance sheet is entirely re-energised to take market share and deliver sustainable growth throughout 2026.”
Decathlon UK and Ireland chief executive Elena Pecos said the results reflected the retailer’s progress over the past year.
“Our strong revenue growth proves that British consumers are responding exceptionally well to our renewed brand position and our commitment to value,” she said.
“Looking ahead, we will continue to build on this great momentum, pushing boundaries to ensure that whether we are supporting regular families or equipping expert athletes, wellbeing is firmly within reach for everyone in the UK.”
Alongside its financial performance, Decathlon said it delivered more than 130,000 circular services during 2025 through its buyback and repair programmes.
Decathlon also said it reduced location-based greenhouse gas emissions to 1,624 tCO2e, a 45 per cent reduction against its 2019 baseline.
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