Kick start in Australian market.
01.
THE CLIENT
Decathlon
Decathlon is dedicated to making sports accessible to everyone through their innovative products at affordable prices. This commitment motivates the company to design and sell technical products that meet the needs of sports enthusiasts worldwide.
Since their foundation in 1976, Decathlon has been observing sportspeople in action to understand their needs. Their product managers, designers, and engineers have all stood pitch, court, track, and pool side to conceive their innovative products. With presence in over 30 countries, Decathlon masters product design, production, and distribution, ensuring high-quality sports equipment is available both in-store and online.
Founded
1976
HQ
Villeneuve-d'Ascq, France
Company Size
10,000+
Industry
Sporting Goods
Specialties
Sporting Goods Design, Manufacturing and Distribution02.
THE CHALLENGE
In 2015, Decathlon reached out to The Polyglot Group with big dreams. With over, 1000 stores worldwide, they aimed to bring their major retail presence to Australia. Decathlon’s overarching goal was to facilitate smooth progression to Australia’s shores. The company also recognizes the importance of maintaining their renowned reputation to compete against other major sport retailers in Australia.
Decathlon’s global presence meant they were accustomed to undertaking international growth. As a result, Decathlon recognised the risks and challenges in going overseas.
Despite their experience, they faced several key challenges:
- Local Regulations
- Australia has unique laws and standards, Decathlon had to ensure their products and operations me these requirements.
- Supply Chain
- Building a reliable supply chain was crucial. Decathlon needed local suppliers and logistic partners who could meet their quality and cost standards.
- Brand Presence
- Decathlon needed to quickly build brand awareness in a competitive market
- Large-Scale Operations
- As a major retailer, Decathlon’s stores are warehouse-sized, selling an enormous range of products for over 35 different sports. Bringing this large-scale presence to Australia imposed many demands, making this far from a small project.
Why did Decathlon choose to partner with The Polyglot Group?
Decathlon sought a partner with the knowledge and expertise to expand to Australia in the most efficient way possible. They chose us because:
- We have a proven track record of helping international companies navigate the complexities of entering new markets.
- We have a deep understanding of the Australian regulations and market dynamics. This was crucial to ensure compliance and smooth operations.
03.
OUR SOLUTION
To ensure Decathlon’s successful entry into the Australian market, Polyglot Group’s HR experts built the ideal HR foundation, which ensured compliance and best practice for the company. Our tailored solutions included the following:
- Hosting Decathlon at our Glebe office
- Upon visiting our office, Decathlon saw the potential for it to be their ideal base for entering the Australian market. We hosted Decathlon at our Glebe-based office, allowing them to work without the hassle of sourcing their own commercial lease. This provided the ultimate gateway for Decathlon to enter Australia with ease.
- HR and Payroll Framework
- As a foreign employer, Decathlon was well-prepared to bring their team to Australia. We provided the HR and payroll framework to ensure a smooth and fully compliant transition. Our experts built a foundation for Decathlon, ensuring compliance and best practice. Our holistic solution included:
- We took care of drafting employment contracts and setting salary benchmarks to align with local standards.
- We drafted and developed comprehensive policies and procedures to guide Decathlon’s operations in Australia.
- We supported Decathlon in setting up their time and attendance system from start to finish and continue to manage their ongoing payroll functions.
- As a foreign employer, Decathlon was well-prepared to bring their team to Australia. We provided the HR and payroll framework to ensure a smooth and fully compliant transition. Our experts built a foundation for Decathlon, ensuring compliance and best practice. Our holistic solution included:
- Recruiting for Customer Excellence
- Understanding the importance of customer service in Decathlon, we also assisted in recruiting a Customer Happiness Officer. By identifying the key skills and traits Decathlon valued, we sourced the ideal talent to meet their needs
Through these tailored solutions, The Polyglot Group enable Decathlon to establish a strong and compliant presence in the Australian market, setting the stage for long-term success.
04.
THE RESULTS
Our partnership with Decathlon allowed them to smoothly setup an Australian subsidiary without time-consuming setbacks. Decathlon was able to set the right foundations for a successful Australian launch as well as facilitate professionalism and outstanding customer care.
Decathlon’s unique customer culture is created by their two worldwide values: vitality and responsibility. Accordingly, Decathlon wanted to bring their enthusiastic and pioneering spirit to Australia, but also do so in a responsible and compliant manner.
Our expert knowledge on how to best setup in Australia gave Decathlon the confidence of knowing they were implementing best practice. Indeed, Decathlon had full trust in their setup framework, and thereby could enter the Australian market with the professionalism and confidence which is so important to them.
