Decathlon changes name to Nolhtaced

Decathlon Belgium is changing its name to Nolhtaced for a month (pronounced Noltakket). That’s Decathlon name in reverse because you can now shop there in reverse. Besides buying sports equipment, you can also sell your old or unused sports equipment. Decathlon repairs it and then resells it with a warranty. The aim is to reuse as many items as possible to reduce the impact on our environment and prevent waste. Decathlon’s second-hand offer provides consumers with reduced purchasing power with the chance to buy quality sports equipment at a lower price.

For 25 years, you went to Decathlon Belgium to buy sports equipment. But did you know that from now on, you can also sell your unused sports gear to the sports retail chain? Even if you didn’t buy it at Decathlon. You receive the value of the sports equipment in Decathlon purchase coupons that are valid for no less than two years. And you can spend these on the new assortment, the second-hand assortment, or the rentals offered by the sports retail chain.

Reverse shopping is catching on in Belgium: This year alone, Decathlon bought back 26,000 items during the test phase. But it can do better. So the sports retail chain is scaling up its buy-back service from today and highlighting the service for a month by reversing its name.

Arnaud De Coster, Nolhtaced second-hand manager Belgium: ‘Decathlon started out 25 years ago in Belgium intending to make sports and exercise accessible to as many Belgians as possible. That mission is unchanged, but times do. We also want to ensure that everyone can exercise in an environmentally conscious way. So, to grow sustainably, we are fully committed to our buy-back service, second-hand goods, rentals, and repairs. At first glance, this name change to Nolhtaced may just seem like a marketing stunt. But our main goal is to make our buy-back service known to the widest possible audience so that as many people as possible reuse as many items as possible, lower the threshold for second-hand goods, and increase purchasing power.’

Almost all sports equipment welcome

Nolhtaced intends to use the campaign to convince as many consumers as possible to dust off old or unused sports equipment and give it a second life. Demand for second-hand goods is on the rise in Belgium. So, the sports retail chain aims to use the large-scale campaign to expand its second-hand assortment to keep up with the demand.

In a recent survey the company commissioned from research agency Indiville, 30% of more than 1,000 Belgians said they were putting off buying new sportswear and equipment due to the increased cost of living. Of these, 20% reported buying second-hand equipment and 15% pre-owned sportswear.

Arnaud De Coster, Nolhtaced second-hand manager Belgium: ‘From this year onwards, we will go all out for our buy-back service. For example, since the beginning of this year, we already bought back 26,000 products in good condition in Belgium. Which is good for a total value of EUR 593,220 in purchase coupons. Those coupons remain valid for two years. Customers can use them not only for our new assortment, but also for our second-hand assortment or our rental service. This is how we stay circular. We refurbish the collected products and resell them with a warranty. If you present a product that can no longer be resold, you can leave it for free for recycling. Products we don’t end up selling second-hand, we donate or recycle.’

Consumers can sell just about any sports equipment that is in excellent or very good condition. The sports retail chain accepts all sports gear except hygiene products, such as underwear, swimwear, or socks and safety products, such as bicycle helmets or products that are too worn or damaged. Noteworthy: Nolhtaced also accepts sports equipment consumers previously bought from other shops. That is, except for cardio equipment because extra parts for these are hard to find.

Classic consumption pattern changing

Nolhtaced also noted the rising interest in second-hand items due to high inflation making life more expensive in recent months. A whopping 80% of second-hand goods were sold since the beginning of this year. This includes more than 40,000 sporting goods (26,000 products bought back, 15,000 products from returns, expo, and test models) that the sports retail chain has offered for sale as second-hand in its shops. ​ The top three popular second-hand products are children’s bikes, mountain bikes, and fitness equipment. But Nolhtaced also sees increasing interest in clothing and shoes.

The second-hand assortment not only ensures that sports equipment lasts as long as possible, it also allows consumers with reduced purchasing power to buy quality sports equipment at a lower price.

Joeri Moons, Nolhtaced sustainability manager Belgium: ‘We don’t just see a new business model in second-hand goods, but more importantly we see the need to do it better. Our traditional consumption pattern must change, for instance, buying fewer new products and reselling, repairing, or renting more older equipment. Consumers are also starting to look at belongings differently than before. It is less about possession and more about use. This shift fully aligns with our circular strategy where we want to encourage product reuse as much as possible and remain responsible throughout the entire life cycle of our products. That also means designing our products to last.’

Nolhtaced takes to the street

Besides its website logos and social media channels, Nolhtaced will also appear on the streets. The shop façade banners in Evere, Namur, and Ghent will be replaced by the reversed company name for a month. Of course, you can also sell sports equipment in shops where the façade advertising has not changed. The Nolhtaced banners will be upcycled afterwards into bags that Decathlon will use to safely transport products from its rental range.

More info on the buy-back service can be found here: https://www.decathlon.be/nl/