BIG INTERVIEW
Van Rysel concept store at Decathlon Surrey Quays
Daniel Blackham sits down with Decathlon UK CEO Eric Mazillier to discuss a new era for the business and its refreshed approach to the cycling market
A NEW IDENTITY D
ecathlon has undergone a period of transition over the last 12 months.
A refreshed logo, a more vibrant shade of
blue and a new brand identity is just the surface of how the business is adapting to consumer demands. For Eric Mazillier, the CEO of Decathlon UK, it has come at the perfect time. “Over the last two to three years we have worked a lot to redefine and reinforce our singularity on this market,” he explains. “We have spent a lot of energy on redefining our added value, which is to be a multi-sport specialist. And after to reinforce our promises of expertly designed products at the most affordable prices.” To make this a reality, Decathlon has made a host of improvements behind the scenes, including fully automated logistics, redefining the concepts of stores and a significantly refined website. Changes to stores can be seen up and down the country and
a shift towards promoting cycling is clear. Many stores have moved bikes to more prominent areas, increased space for product and now offer a wider range of parts and accessories.
22 | July 2024
New logo (top) Original logo (bottom)
Five years ago, workshops were closed in Decathlon stores. Now, many are front and centre and will be a cornerstone of the brand moving forward.
“It’s a global decision,” explains Mazillier. “The key was to take a step back and listen to what people expect locally. The UK is a collection of different people, which is amazing, but to arrive with the same tools and the same solutions everywhere has some clear limitations. “In terms of the bike market, if you live in Sheffield or in
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