Decathlon poaches Ikea digital boss for new chief executive

Barbara Martin Coppola joins Decathlon from Ikea
// Decathlon has appointed Ikea chief digital officer Barbara Martin Coppola as its new global chief executive
// Martin Coppola has much digital experience and spent seven years at Google prior to Ikea

Sports giant Decathlon has hired Ikea’s chief digital officer Barbara Martin Coppola as its new chief executive.

Martin Coppola has much experience of transforming large companies and has a strong digital background, and spent seven years working at Google prior to her role as Ikea’s first chief digital officer.

The appointment of Martin Coppola, who is Decathlon’s first chief executive hired externally, signals Decathlon’s desire to develop its digital business to grow internationally and compete with Nike and Adidas.

Decathlon is currently the third largest designer and distributor of sports products in the world and trades in 70 countries. It posted sales of 11.4 billion euros in 2020.

READ MORE: Decathlon launches rental skiwear and hiking gear

Decathlon chairman Fabien Derville said: “The current good health of Decathlon and our strong ambitions encourage us to accelerate the transformation of our business model to better assert our position as a world leader in sport. We are convinced that Barbara will be able to lead this transformation while respecting our values.”

Martin Coppola said: “I am excited to join a company that is dear to me. I look forward to accelerating Decathlon’s global impact making sport accessible to millions of people. Decathlon products and services improve health and well-being for many and it will be an honour to contribute to this beautiful mission.”

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