What:  Decathlon is simplifying its private brand portfolio by having its more established brands absorb recent labels.

Why it is important: The company wants to improve its customer shopping experience with a more streamlined range of private brands to choose from.

Decathlon aims to reduce its numerous brands to only 12 flagship labels such as Quechua, Domyos, Tribord, Inesis, and Kipsta.  This is in an attempt to optimize storefronts and support sustainable practices.

With a more comprehensible and tailored product selection, the store strives to improve the customer experiences all while preserving the style options.

 Decathlon is moving towards streamlining its multiple private brands