What if the packaging that delivers your online order could become a reason to visit a store? Since launching our collaboration in 2025, Movopack and Decathlon Italia have seen a strong response from customers, with 95% of surveyed customers saying they were satisfied with the reusable packaging experience. Now, the collaboration is expanding: reusable packaging can be selected directly at checkout and returned at any Decathlon store in Italy, with customers receiving a gift card for closing the loop. 

Who is Decathlon?

Decathlon is one of the world’s leading sports retailers, bringing sport closer to everyone from beginners to experienced athletes. In Italy, Decathlon combines a strong network of 142 physical stores, creating an extensive retail ecosystem.

The challenge

As Decathlon Italia’s e-commerce business continues to grow, so does the number of packages sent to customers every day. The challenge was clear: how could Decathlon reduce the packaging waste generated by online orders without adding friction to the customer experience?

With a strong network of physical stores across Italy, Decathlon saw an opportunity to make the customer journey more connected across online and in-store experiences.

The solution

In 2025, Decathlon Italia partnered with Movopack to introduce reusable packaging for a selection of Ship-from-Store orders. 

The results showed that customers were ready for a better way to receive their online orders. So the partnership took the next step: integrating reusable packaging directly into the e-commerce journey and making the return process part of the in-store experience.

As Dorothée Monsigny, Head of Sustainability at Decathlon Italia, explains:

“With Movopack, we have taken another step forward with a concrete and measurable initiative, involving more and more athletes in this journey and commitment.”

Today, the expanded project is built around three simple steps:

1. Choose reusable packaging at checkout
   Customers can now select Movopack reusable packaging directly during the checkout process. The sustainable option is integrated into the purchase journey, making it easy to choose from the very start.

   

   
   

2. Return it at any Decathlon store in Italy
   Once the order has been unpacked, customers can bring the reusable packaging back to any Decathlon store in Italy.

   

   
   

3. Get rewarded for closing the loop
   Every customer who returns their reusable packaging in store receives a dedicated 1€ gift card. This creates a new reason to visit the store and a tangible reward for taking part in the reuse loop.

   

The results

The initial project delivered strong results across environmental impact, customer satisfaction and brand perception:

• 6,000+ kg of packaging waste avoided

• 95% of surveyed customers satisfied with the experience

• 82% reported an improved perception of the Decathlon brand

• NPS of 67

The results gave Decathlon Italia and Movopack the confidence to expand the collaboration across the full e-commerce offer.

According to a preliminary third-party LCA study, compared with single-use cardboard box, Movopack reusable packaging used 20 times can deliver:

• 75% less CO₂ emissions

• 72% less energy consumption

• 75% less water consumption

• Up to 98% less packaging waste
  
  

The results are a strong proof point: when reusable packaging is easy to choose, convenient to return and rewarding for customers, it can become part of a scalable omnichannel system.