Customers will now be able to buy Decathlon's entire product range online on Flipkart at the same prices as Decathlon's physical stores.
E-commerce marketplace Flipkart and sporting goods company Decathlon on Monday announced a strategic partnership to bring the latter's entire selection of sports equipment, fitness products, clothing, footwear, and accessories to Indian shoppers.
These products will be available at the same prices as the physical stores, exclusively on the Flipkart platform. The partnership will also enable Decathlon to market to Flipkart’s wider 100-million customer base, including tier-2 cities and towns across India.
Covering product listings in over 120 product categories (clothing, accessories, fitness equipment, sports goods, sports accessories, outdoor gear, and much more) from top brands including Quechua, Domyos, Kipsta, Btwin, and Kalenji, Flipkart will offer products across a broad price range — from Rs 99–20,000 — with serviceability to over 10,000 PIN codes in India. Over 30 sports lines are expected to go live by December of this year.
Decathlon's products have so far been available offline at their stores and also online at decathlon.in. Commenting on the strategic partnership, Rishi Vasudev, Head, Flipkart Fashion, said,
“The sports and fitness industry in India is estimated to be worth $1.8 billion, while the online penetration in the category is currently pegged at only seven percent...This is a milestone partnership where a sports retail giant like Decathlon has chosen Flipkart as its preferred partner to expand its reach to online Indian shoppers.
Competitor Amazon India, too, seems to be bullish about sportswear. Arun Sirdeshmukh, Head, Amazon Fashion, recently told YourStory that during the Great Indian Sale earlier this month, Amazon witnessed a growth of close to 5X in the segment with top brands like Reebok, Adidas, and Puma performing exceptionally well.
“Amazon Fashion exclusive brands — Under Armour and New Balance — also saw close to 10X jump as compared to normal business days in terms of units sold,” he added.
Related read: Sportswear springs a surprise for Amazon’s fashion push
Rishi also noted that the sports and fitness wear and equipment category on Flipkart has witnessed a 100 percent YoY growth. By now partnering with the world's largest sporting goods company, this is a momentum Flipkart aims to maintain.