You will spot French tourists trekking the Wild Atlantic Way thanks to their Quechua backpacks and wind-breakers – the ubiquitous own hiking brand owned by the sports retailing giant Decathlon. Those visitors form part of the crowds that throng the company’s stores, most of which are in the suburban retail parks dotted throughout France, and in some prime Parisian central locations too. The stores are tightly packed, almost morphing into a war zone in the lead up to Christmas or during the sales. Aisles are organised by sport, each sub-divided between men’s and women’s wear. Products are presented in ascending…

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