DECATHLON Bulgaria

What DECATHLON Bulgaria does

DECATHLON Bulgaria (Декатлон България ЕООД) is the Bulgarian operating subsidiary of Decathlon SA, the French multinational sporting goods retailer publicly listed on Euronext Paris. Founded in 2013 and headquartered in Sofia, the company sells sports equipment, apparel, and accessories across multiple sporting categories to individual consumers. It operates company-owned physical retail stores in three Bulgarian cities — Sofia, Burgas, and Stara Zagora — distributing Decathlon's own-brand products that are designed and produced within the parent's vertically integrated value chain.

The company's business model is direct retail: customers purchase in-store from a curated assortment of affordable, technically-designed sporting goods developed by sports practitioners for sports practitioners. As a wholly-owned subsidiary, the Bulgarian entity leverages the group's central product design, sourcing, and brand equity rather than maintaining independent R&D or product development. Its operational focus is on store-level retail execution, local hiring, and back-office functions spanning Retail, Logistics, Production, Digital & Information Systems, Engineering, Finance, HR, Legal, Marketing, and Sustainability.

With approximately 138 employees, DECATHLON Bulgaria is a mid-sized retail operation within the broader Decathlon group. No standalone financial metrics are disclosed; revenue, capital structure, and operational KPIs are reported at the parent level. The company's strategic positioning emphasizes accessibility of sports to the masses through affordable pricing, employer branding around sports passion, and continued investment in multi-format retail and digital capabilities across its three-city footprint.

Name

DECATHLON Bulgaria

Legal name

Декатлон България ЕООД

Website

https://jobs.decathlon.bg

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

DECATHLON Bulgaria is a wholly-owned subsidiary of French retailer Decathlon SA, operating company-owned sporting goods retail stores in Sofia, Burgas, and Stara Zagora. It sells affordable, own-brand sports equipment, apparel, and accessories to individual Bulgarian consumers across multiple sport categories.

Ownership category

akta.pro rank

Product category

Sporting Goods Retail

NAICS

Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Winter Sports (Ski/Snowboard) Retail (CRAMABAJ)

Keywords

• Sporting goods retail
• Sports equipment
• Athletic apparel
• Sports accessories
• Multi-sport retailer

Headquarters

HQ city

Sofia

HQ country

Bulgaria

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Distribution channels1 record

Core offering

DECATHLON Bulgaria retails DECATHLON-branded sports equipment, apparel, and accessories through company-owned physical stores in major Bulgarian cities. It serves individual consumers seeking affordable sporting goods for a wide range of sports and physical activities across all skill levels and age groups. The subsidiary's offering is backed by the parent's vertically integrated brand model that designs and produces its own products to control the value chain from concept to retail.

Differentiator

Problem solved

Functional benefit

Products and services

• Sports Equipment Sports equipment for various sports activities, sold under the DECATHLON brand to individual consumers in Bulgaria through company-owned retail stores.
• Sports Apparel Sports apparel for various sports activities, sold under the DECATHLON brand to individual consumers in Bulgaria through company-owned retail stores.
• Sports Accessories Sports accessories for various sports activities, sold under the DECATHLON brand to individual consumers in Bulgaria through company-owned retail stores.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves5 records

Expansion highlights4 records

Direct peers

• SportScheck: German multi-sport retailer with a strong omnichannel and store-based model. Comparable to Decathlon Bulgaria in breadth of sports categories and mid-market price positioning, though operating in a larger Western European market.
• Intersport: Global multi-sport retailer operating a franchised store network in Bulgaria and across Europe. Directly comparable to Decathlon Bulgaria in product breadth (multiple sports categories), target customer (mass-market sports consumers), and physical-store-led go-to-market.
• Sport 2000: European retail cooperative of independent sporting goods retailers with stores across multiple European countries. Comparable to Decathlon Bulgaria as a multi-sport, multi-brand retailer serving mainstream sports consumers via physical retail.
• XXL Sport: Nordic multi-sport discounter with a growing international footprint. Comparable to Decathlon Bulgaria in value-led, multi-category sporting goods retail and large-format store strategy.
• Hervis Sports: Austrian-headquartered multi-sport retailer owned by the SPORT 2000 group, operating across Central and Eastern Europe. Highly comparable to Decathlon Bulgaria in store format, multi-sport assortment, and pricing strategy targeting mass-market sports consumers.

Regional players

• Sport Zone: Iberian multi-sport retailer owned by Sonae. Comparable to Decathlon Bulgaria in mass-market multi-sport assortment and store-based retail, though primarily operating in Portugal and Spain.
• Sport Vision: Multi-sport retailer with strong presence in Southeast Europe (including the Western Balkans and Eastern EU). Comparable to Decathlon Bulgaria as a multi-sport, multi-brand retail operator in a neighboring regional cluster with similar consumer profiles.

Broad incumbents

• Adidas (direct retail): Single-brand athletic retailer with Adidas stores in major Bulgarian cities. Comparable to Decathlon Bulgaria as a competing sports retail presence in the same catchment areas, though single-brand and premium-positioned.
• Sports Direct (Frasers Group): Large multi-sport and athleisure discounter with pan-European and global presence. Comparable to Decathlon Bulgaria in low-price, broad-assortment positioning; differs in scale and product mix (heavier brand-led vs. own-brand).
• Nike (direct retail): Single-brand athletic retailer with Nike-branded stores in Sofia and other Bulgarian cities. Comparable to Decathlon Bulgaria as a sports retail channel in the same consumer market, but narrower in category (single brand) and positioned at premium price points.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/decathlon-bulgaria

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about DECATHLON Bulgaria