Taking control of product with private-label ranges makes all the difference, says Ian Cheshire.
On recent trips to France and China I went into branches of Decathlon, the sports retailer, and was impressed, as I always am, by their approach to own-brand products.
Here is a retailer, which is operating in a really tough part of the sector, using its own-brands to compete with the likes of Nike and Adidas.
It is offering consumers value, quality and choice in a market otherwise dominated by the big sports names. And it is not just doing it in France, but around the world.