Decathlon has launched a fresh wave of price cuts across its sporting goods range to capitalise on shoppers returning to clubs, gyms and sport after the summer.
Its new ‘Back to Sport’ promotion spans categories including running, swimming, football, ballet and padel and will run across its stores, website and app until 27 September.
The range also features discounts across football boots, ballet clothing and padel equipment.
Decathlon UK and Ireland commercial director Ross Farrington said September was traditionally a busy period for sport as children return to school and consumers settle back into their routines following the summer.
He added that the cost of buying equipment for different activities can quickly mount up and said the retailer was focused on making sporting essentials more affordable without compromising on performance.
The promotion forms the latest phase of Decathlon’s recently launched ‘Middle Aisle’ proposition, which features rotating groups of discounted products centred around seasonal events.
It launched the value-focused initiative in July with a back-to-school range spanning children’s footwear, backpacks and water bottles, with promotional products available in dedicated areas of stores as well as online and through its app.
Back to Sport will be followed later this month by a ‘Back to Commuting‘ event, offering lower prices on products including folding bikes, helmets, bike locks, gloves and high-visibility accessories.
Further promotional events are expected around fitness technology for Black Friday and stocking fillers in the run-up to Christmas.
The value drive comes as Decathlon steps up its efforts to win over price-conscious shoppers in the UK.
It reported a 9.6 per cent jump in UK turnover to £285.5m last year, while online sales climbed 28.3 per cent to £85m and operating losses narrowed from £16.7m to £4.2m.
Decathlon has attributed its recent momentum in part to its investment in lower prices, with the retailer cutting prices on comparable products as it seeks to drive volumes and strengthen its value credentials.
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