Walk into a Decathlon store in France right now and you might think the brand is collapsing. Giant red “Liquidation” banners, slashed prices, and crowded aisles have left shoppers both excited and confused. Is Decathlon the French sports retailer loved worldwide really in trouble, or is this a clever marketing move?
Let’s unpack what’s happening, why it matters, and how it could change the way you shop.
What’s Behind Decathlon’s Massive Liquidation
In late 2023, Decathlon announced plans to sell the real estate of around 90 of its European stores, including about 30 in France. These sales represented more than 400,000 square meters of retail space worth over €600 million. By early 2024, the company finalized a €527 million deal for 82 of those locations.
On paper, that looks dramatic. But Decathlon didn’t shut down those stores it sold the buildings and now rents them back. This type of arrangement, called a sale-leaseback, gives the company a large cash boost without closing its doors. It’s a financial strategy many global retailers have used to stay flexible in a changing economy.
When the Liquidation Wave Started
The first announcements came in December 2023, followed by official confirmations in February 2024. Since then, shoppers across France and Europe have seen major sales, often with liquidation-style discounts to clear out older inventory.
Here’s a short timeline for context.
| Date | Event | Key Details |
|---|---|---|
| December 2023 | Decathlon announces store property sales | About 90 stores, valued at €600 million |
| February 2024 | 82-store sale-leaseback deal confirmed | €527 million raised |
| 2024 onward | Store liquidations and restocks | Deep discounts and remodeling across Europe |
So while the signs say “liquidation,” the stores aren’t disappearing they’re simply refreshing for a new phase.
How This “Massive Liquidation” Strategy Works Explained Simply
Decathlon’s move is straightforward once you see the bigger picture. The company sells its store buildings to an investor, stays as a tenant, and uses the money to fuel expansion. It’s a way to convert fixed assets (like real estate) into working capital.
At the same time, running large-scale liquidation events helps draw attention, clear old stock, and get people talking about the brand. In other words, it’s part business strategy, part marketing masterstroke.
Common Misunderstandings About the Decathlon Liquidation
A lot of people assume “liquidation” means “closing down.” That’s not what’s happening here. The brand is using the term as part of its marketing while restructuring its operations.
| Misunderstanding | Reality |
|---|---|
| Decathlon is closing stores | It’s not stores remain open under lease agreements |
| The company is bankrupt | It’s still profitable, with billions in annual revenue |
| Liquidation means poor-quality goods | Most sales include regular stock and last-season items |
| Discounts are permanent | They’re short-term clearance events to refresh inventory |
Best Tips to Make the Most of Decathlon’s Liquidation Sales
- Shop early for the best sizes and selections.
- Compare prices online Decathlon often mirrors deals on its website.
- Check model years and labels; some items are older stock.
- Keep your receipts, as return policies can differ during liquidation periods.
- Follow your local store’s updates for upcoming sale extensions or new arrivals.
With a little timing and awareness, you can score high-quality sports gear at rare discounts.
Why This Move Could Be a Smart Marketing Play
Nothing grabs attention like a “massive liquidation” sign, and Decathlon knows it. The company has turned what looks like a crisis into a buzz-generating event that brings shoppers back into stores.
The strategy not only clears stock but also builds excitement and loyalty. Meanwhile, the cash raised from the sale-leaseback gives Decathlon flexibility to expand its e-commerce operations and invest in new markets like Asia and India. It’s less about survival and more about smart adaptation.
The Latest Updates on Decathlon’s Strategy
As of 2025, Decathlon continues to operate across all its European markets while expanding internationally. In August 2024, it announced a $111 million investment plan in India to boost manufacturing and retail presence. The brand is also focusing on digital growth, aiming to strengthen both online and in-store experiences.
Despite the flashy “liquidation” signs, Decathlon is positioning itself for long-term growth, not retreat.
Conclusion
This so-called massive liquidation is not the end of Decathlon it’s a strategic evolution. The company is freeing up money, modernizing its stores, and drawing massive shopper attention in the process. For customers, this is a win: great deals today, and a stronger brand tomorrow.
The French sports giant isn’t collapsing; it’s simply rewriting the rules of retail.
FAQ
When did Decathlon start its liquidation events?
The sales began in late 2023 following the company’s decision to sell store properties, continuing through 2024 as part of its restructuring plan.
What is a sale-leaseback deal?
It’s when a company sells its properties to investors but keeps operating in them as a tenant, giving it quick access to cash without closing stores.
Why is Decathlon selling its stores?
To raise funds for digital transformation, store modernization, and international expansion while maintaining its physical presence.
How long will the liquidation sales last?
The discounts vary by location but generally last several weeks until older stock is cleared and new collections arrive.
Can shoppers expect Decathlon to close down soon?
No. The company remains financially strong and continues expanding globally, especially in markets like Asia and India.