Why Decathlon reversed its name?

In a bid to promote reverse shopping, Decathlon, a leading sporting goods retailer, recently took everyone by surprise when it changed its name to 'Nolhtaced' in Belgium for a month.

Decathlon stores in three Belgian cities - Evere, Namur and Ghent - have changed names.

The company took to Instagram to announce the change in name and wrote: READ MORE "This month Decathlon becomes nolhtaceD … because a Buyback action, is like shopping in reverse, right?"

The goal behind this exciting move, according to a press release, is to promote "reverse buying," allowing customers to resell old or unused sporting goods to Decathlon so they can be repaired and resold with a guarantee. If the products cannot be repaired or reused, they will be sent to a recycling center.

“The goal is to reuse as much equipment as possible to reduce the impact on our environment and avoid waste. Decathlon's range of second-hand products will also enable less fortunate consumers to purchase quality sports equipment at a lower price," Decathlon Belgium wrote in the press release.

“In order to continue developing our activities in a sustainable way, we rely heavily on our buy-back service, our second-hand goods offer, our rental service and our repairs,” Arnaurd De Coster, Director of Second Life Nohltaced Belgium, quoted as saying by RTBF.

Decathlon said the goal is to reuse as much equipment as possible to reduce environmental impact and avoid waste, as well as allowing consumers to buy good-quality sports equipment at lower prices.

Decathlon is a French sporting goods retailer with more than 1,600 stores worldwide, which was launched in 1976 by Michel Leclercq. The company came to the Indian markets in 2009.

After the start of the conflict between Russia and Ukraine in February of this year, many foreign, mainly Western, companies left Russia.

However, Decathlon stated that it would continue business as usual, drawing harsh criticism and boycotts from customers, but on March 29, Decathlon announced that it had stopped doing business in Russia and closed all of its locations there.

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