Decathlon Belgium is changing its name to Nolhtaced for one month. According to a note released by the sports apparel and gear retail chain, Decathlon has chosen to rename itself using the reverse version of its name, Nolhtaced, with the aim to encourage the reuse of products - hence the suggestion to shop in reverse. 

The chain has started this project in October, in a few Belgian cities - Evere, Namur, and Ghent. After a testing time of buying back old or used sports equipment, Decathlon repaired it and then started reselling it with a warranty. 

The aim of the operation is to reuse as many items as possible to reduce the impact on the environment and prevent waste. Decathlon’s second-hand offer provides consumers with reduced purchasing power with the chance to buy quality sports equipment at a lower price.

The initiatve was started also because reverse shopping is catching on in Belgium. This year alone, Decathlon bought back 26,000 items during the test phase. So the sports retail chain decided to scale up its buy-back service and highlight the service for a month by reversing its name.

Arnaud De Coster, Nolhtaced second-hand manager of Belgium, explained: “Decathlon started out 25 years ago in Belgium intending to make sports and exercise accessible to as many Belgians as possible. That mission is unchanged, but times do. We also want to ensure that everyone can exercise in an environmentally conscious way. So, to grow sustainably, we are fully committed to our buy-back service, second-hand goods, rentals, and repairs."




"At first glance, this name change to Nolhtaced may just seem like a marketing stunt. But our main goal is to make our buy-back service known to the widest possible audience so that as many people as possible reuse as many items as possible, lower the threshold for second-hand goods, and increase purchasing power," De Coster added. Aim of the operation is to encourage a different consumption approach. Joeri Moons, Nolhtaced sustainability manager Belgium, commented: “We don’t just see a new business model in second-hand goods, but more importantly we see the need to do it better. Our traditional consumption pattern must change, for instance, buying fewer new products and reselling, repairing, or renting older equipment. Consumers are also starting to look at belongings differently than before. It is less about possession and more about use."




And Moons continued: "This shift fully aligns with our circular strategy, where we want to encourage product reuse as much as possible and remain responsible throughout the entire life cycle of our products. That also means designing our products to last.”

Besides its website logos and social media channels, the Nolhtaced renamed sign is also appearing on the streets. The shop façade banners in Evere, Namur, and Ghent have been replaced by the reversed company name for a month. Consistently with the aim of the initiative, the Nolhtaced banners will not be thrown away afterwards, but will be upcycled into bags that Decathlon will use to transport products from its rental range.

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