Diversification, Revenue Growth, and Identity Crisis of Cult Sport Compared to Decathlon

In the last decade or so, French retailer Decathlon has managed to completely change how most of us shop for anything sports and fitness related. 

It replaced mom and pop sports stores by becoming a one-stop shops for all things sports and fitness related. Cult.Fit wants to pull off just that with the help of its in-house athleisure and fitness equipment brand, Cult.sport.

But it doesn’t help that it’s been a pretty rocky ride for Cult.Sport this far. The brand hasn’t really taken off the way Cult had hoped. 

So with its heart set on an IPO, is Cult’s retail project a good idea? Or could it just end up being a distraction?

Tune in.

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