Decathlon Continues Its Modernization Program

As part of the company’s domestic modernization process in Hungary, French sporting goods retailer Decathlon has reopened its completely renovated store in Székesfehérvár, which is celebrating its 20th anniversary this year; this is the first location outside Budapest.

Levente Fekete, regional director of Decathlon Hungary and the manager responsible for store renovations, told MTI that they continued their rebranding and modernization program, which began in Dunakeszi (north of the capital) in 2024 and was subsequently expanded to include the stores in Soroksár (Budapest), Budaörs (just west of the capital) and Nyugati Square in Budapest. The 3,000-square-meter Székesfehérvár location has also received interior elements and a layout representing the brand’s latest retail direction. He revealed that their next store renovation will be in Győr, NW Hungary, and that they will continue, as their other stores “aren’t much younger.”

The director also mentioned that they currently have 24 stores, which provide good coverage of Hungary, but they are planning to open additional stores in smaller towns where there is potential, and they may even enter those markets in different formats. He noted that they rarely open stores smaller than 2,000 square meters, but they are working on smaller formats to get even closer to their customers, and according to their plans, the opening of a new store in Hungary is also on the agenda toward the end of the year.

Levente Fekete emphasized that they are the undisputed market leaders in Hungary, employing approximately 1,500 people: around 800 work in their stores, they have a logistics center with 500 employees, and roughly 100–150 people work at the corporate headquarters.

The director highlighted that compared to the 2024 fiscal year, Decathlon Hungary generated approximately 9% revenue growth last year, but in the first months of this year, they achieved double-digit growth, which they aim to maintain throughout the year.

Store Manager Lajos Nyerges said that the complete interior and exterior renovation of the 20-year-old store sends a very strong message to Székesfehérvár, as Decathlon has full confidence in the city and the surrounding region. He noted that customer habits have changed, so they have adapted the interior layout accordingly.