Sporting goods retailer Decathlon is expanding its retail network in Hungary with its first new store in nearly a decade. The new outlet, scheduled to open in Óbuda this autumn, is being built with an investment of HUF 750 million (approximately EUR 2.1 million).
The Hungarian sports market continues to show strong momentum, with steadily growing demand for affordable, family-friendly sporting goods and services. Against this backdrop, Decathlon considers the time right to further strengthen its presence in the country.
Although the importance of e-commerce and online sales continues to increase, Decathlon does not view digital channels as a substitute for physical stores. Around 43% of Decathlon’s Hungarian customers use both online and offline platforms. The new Óbuda store, employing 30 people, will form an integral part of this omnichannel strategy by providing customers with access to the company’s full product range.
The French sporting goods retailer has been present in Hungary for 21 years, currently operates 24 stores, and employs approximately 1,400 people.
Tízpróba Magyarország Kft., the operator of Decathlon’s Hungarian stores, generated net sales of HUF 86.2 billion (EUR 241.4 million) and after-tax profit of HUF 4.0 billion (EUR 11.2 million) in 2024. In 2025, net sales increased to HUF 92.3 billion (EUR 258.5 million), while after-tax profit rose to HUF 4.6 billion (EUR 12.8 million).
Shutterstock / Rafal Bloch