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Daybreak

News:Business News

Why Cult.fit wants to be more like Decathlon

2024-04-30

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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?

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Daybreak is produced from the newsroom of The Ken, India’s first subscriber-only business news platform. Subscribe for more exclusive, deeply-reported, and analytical business stories.