Cedric Burel is managing director of Decathlon in Brazil. He has led the company in the country since March 2016. In recent years, the executive has led an expansion of stores, especially in the northeast region. The company reached the 50-unit mark in 2022. The plan is to reach 100 units in four years. In an interview with O Globo newspaper, Burel stated at the end of 2022 that the company has sought to grow in the places where it is already present, focusing on smaller stores closer to the consumer. Founded in 1976 in France by entrepreneur Michel Leclercq, Decathlon is one of the world’s largest sports retail groups, with a presence in 72 countries and revenues of €15.4 billion (US$16.9 billion) in 2022. The privately held company is controlled by the Mulliez and Leclercq families.
