Decathlon has set ambitious environmental goals, including eliminating unnecessary packaging, reducing CO₂ emissions, and scaling circular business models across Europe. Click & Collect and Ship‑from‑Store operations became a natural starting point: customers pick up orders in-store, reverse logistics already exist, and packaging waste is highly visible to consumers.
Rather than implementing a single uniform solution, Decathlon chose to test and deploy different reusable packaging models by country, adapting to local logistics, product mix, and customer behavior.
The Journey: From No Packaging to Fully Reusable Systems
Step 1 – Eliminating Packaging Where Possible
In several European markets, Decathlon first focused on removing packaging altogether for fast Click & Collect orders prepared directly in-store.
- In countries such as Greece and parts of Southern Europe, customers picking up items prepared locally receive products without any packaging, encouraged to bring their own bag or use a low-impact paper alternative if needed.
This approach works especially well for apparel, footwear, and small sports accessories
Step 2 – Reusable Bags for Inter‑Store and Warehouse Fulfilment
For Click & Collect orders shipped from central warehouses, Decathlon began piloting reusable transport packaging. Examples include the following countries:
- Central & Eastern Europe (Poland / Czech Republic):
Decathlon launched a pilot using reusable bags made from recycled PET, designed specifically for small and medium-sized online orders shipped to stores for customer pickup. The program aimed to save 65 tons of packaging in the first year and relied on store-based returns to close the loop. - Netherlands:
Decathlon uses bags from repurposed industrial big bags. These reusable bags circulate between the distribution center in Tilburg and retail stores, where customers return the packaging at pickup. This model achieved up to 82% CO₂ reduction compared to single-use packaging
Step 3 – Reusable Boxes and Returnable E‑commerce Packaging
In Western Europe, Decathlon tested returnable reusable boxes for Ship‑from‑Store and Click & Collect flows. For instance, in Italy, Decathlon is deploying durable, branded reusable packaging designed for 20+ reuse cycles. Customers return packaging via existing postal infrastructure, enabling scalable circular logistics while maintaining customer convenience
These solutions are particularly suited to mixed product baskets and higher‑value orders requiring protection.
Key Insight: One Brand, Multiple Solutions
Decathlon’s approach clearly shows that there is no single “best” reusable packaging model:
- Apparel and small items can often be collected without packaging
- Medium-sized goods benefit from lightweight reusable bags
- Mixed or fragile orders require reusable boxes or reinforced packaging
- Reverse logistics maturity and store operations vary widely by country
Each solution was designed around product needs, store operations, customer behavior, and existing logistics infrastructure rather than forcing a one-size-fits-all model.
What’s in it for other businesses?
Decathlon’s European rollout demonstrates a fundamental truth: each merchandise category has specific requirements, and each business operates under unique constraints.
At Circl’it, we believe that successful reuse system implementation starts with understanding your products, flows, and current operational reality. That is exactly why our proprietary Solution Finder helps our clients identify what works best for their business today and how to scale tomorrow, rather than pushing a generic solution.
Sources:
[thelogisticnews.com] [imd.org] [decathlon.com.gr] [youtube.com] [nu-duurzaam.nl] [linkedin.com]
