Decathlon changes its name to Nolhtaced in Belgium; Find out why

Decathlon, a leading sporting goods retailer, recently surprised everyone by changing its name to Nolhtaced Belgium for a month. If you too are trying to decipher the meaning of this confusing name, stop! It’s just the reverse spelling of the brand name.

The goal behind this interesting move, according to a press release, is to mine “in reverse.” Shopping‘, allowing customers to resell old or unused sporting goods to Decathlon for repair and resale under warranty. If the products cannot be repaired or reused, they will be sent to a recycling hub.

“The goal is to reuse as much equipment as possible to reduce the impact on us vicinity and avoid Waste. Decathlon’s second-hand range will also allow less fortunate consumers to buy quality sports equipment at a lower price,” Decathlon Belgium wrote in the press release.

Decathlon collects sporting goods (excluding safety items, hygiene Products, groceries, medical products and personalized items), even those not purchased from the chain, against vouchers valid for two years. The retailer says it has already collected 26,000 items Belgium this year during the test phase for a voucher with a total value of €593,220.

The name “Nohltaced” now appears on the website logo, social mediaand above the entrances of three Belgian Decathlon branches – Namur, Ghent and Evere.

Arnaud de Coster, Head of Second-Hand Products at Nolhtaced Belgium, said: “At first glance, this name change may seem like a pure marketing initiative, but our aim is first and foremost to make our buyback service known to as many people as possible .”

Joeri Moons agreed, adding that it’s less about owning and more about using. “It also means we need to design our products to last as long as possible,” he said.

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