Sports retailer Decathlon sees sales soar has store in Cheltenham
Summary
Decathlon UK moved closer to profitability in its last financial year. The sports retailer, which has a store in Cheltenham, posted a 9.6% rise in turnover to £285.5m for the year to 31 December 2025 – up from £260.6m the previous year, as reported by Retail Gazette. Online sales were up 28.3% to £85m and operating losses narrowed from £16.7m in 2024 to £4.2m.
Details
Decathlon said its performance was driven by investment in lower prices and optimisation of its UK stores. The sports retailer, which aims to make sport more accessible, cut prices on key products during the year, which it said had improved customer value perception. Decathlon closed six underperforming stores between late 2024 and the end of 2025, redirecting investment into higher-growth omnichannel operations.
During the year, it upgraded delivery and click-and-collect capabilities, improved online ordering and widened home delivery choice. In the first five months of the current year, Decathlon UK has reported 12% omnichannel turnover growth. Like-for-like store sales are up 3.83%, and online and marketplace sales have increased by 25%.
The retailer recently moved its Croydon store into IKEA. The new site has 60% less sales space than the previous store, but stocks 90% of products across customers’ favourite sports.
Report source: Punchline Gloucester