How We Helped Decathlon Cut Costs and Improve Efficiency on Their Advertising Frame System

In the fast-paced world of retail, brands like Decathlon constantly strive to balance visual appeal with practical logistics and cost-efficiency. At Hookei, we understand these pressures firsthand. In May 2025, our long-term partner Decathlon approached us with a pressing issue regarding their existing in-store advertising display frames. What followed was a deep collaboration that exemplifies our ability to deliver tailored, high-impact solutions that reduce costs while boosting product functionality. This case study walks through the entire process—from identifying the problem to prototyping, testing, and delivering the final product.

Understanding the Challenge: Decathlon's Advertising Frame Dilemma

During their visit to our Shanghai headquarters in May 2025, the Decathlon procurement team sat down with our project leaders to initiate a new optimization project. The focus was on the advertising display frames used across their retail chain. Their concerns were multifold:

• High Product Cost: The existing display frames were constructed entirely from metal, making them expensive to manufacture.
• Safety Concerns: The metal edges posed safety risks during installation and use.
• Logistical Burden: Due to their heavy weight, the frames were costly to transport and difficult to move and install.

Decathlon was in search of a safer, lighter, and more cost-effective alternative—without compromising on brand visibility or product durability.

This challenge wasn't just about reducing costs—it was about rethinking the product from the ground up. The client needed a full-scale redesign that tackled materials, engineering, and manufacturability.

Step 1: Needs Assessment and Team Alignment        

Our sales and technical support team conducted a thorough needs assessment during the initial meeting. We listened closely to Decathlon's pain points and collected detailed usage scenarios. This customer insight was immediately shared with our engineering and design team.        

One of the key things we strive for at Hookei is full alignment across departments. Before a single prototype is built, our commercial and technical teams need to have the same understanding of the client's pain points, constraints, and expectations. This ensures speed and accuracy downstream.        

By analyzing the client's feedback and inspecting their existing sample unit, we created a cost component breakdown of the current frame structure. Our objective was to pinpoint areas where material or structural changes could yield measurable savings.        

Using a combination of previous case data and simulation tools, we evaluated which components were overengineered or contributing unnecessarily to weight and cost. It was clear that a redesign could address both safety and efficiency. 

Step 2: Engineering Solutions and Proposal Development

Our engineers embarked on the redesign process with one overarching goal: retain performance while reducing cost and weight. After multiple internal discussions and whiteboard sessions, we developed three distinct proposals for consideration:
Option 1: Hybrid Material Frame
•    Combined lightweight plastics with a minimal metal skeleton to ensure strength where needed.
•    Introduced softer edge caps to reduce injury risk.
•    Resulted in 20% cost reduction and 25% weight reduction.
Option 2: Full Polymer Frame with Reinforced Joints
•    Replaced all metal with durable engineered plastic.
•    Reinforced load-bearing points with interlocking joints and ribs.
•    Achieved the greatest reduction in cost (over 30%) and eliminated sharp edges completely.
Option 3: Modular Knock-Down Design
•    Introduced collapsible frame segments.
•    Reduced packaging volume by 40%.
•    Improved transport and storage efficiency, with cost-neutral material use.
Each proposal came with full technical drawings, material specifications, and an estimated cost analysis. We then scheduled an online meeting with Decathlon's international product team to present the concepts and discuss feasibility.
During this presentation, we explained the trade-offs between each option, focusing on lifecycle costs, sustainability, and retail aesthetics.

Step 3: Rapid Prototyping with 3D Technology

Upon receiving Decathlon's positive feedback, we proceeded to 3D print the three shortlisted samples. Our in-house 3D printing capabilities enabled rapid prototyping, allowing us to translate concepts into tangible samples within days.

This step drastically shortened the product development lifecycle. What traditionally would have taken 4–6 weeks in outsourced tooling took just 5 days internally.

Using SLA and FDM 3D printing technologies, we ensured the samples reflected both surface texture and mechanical behavior as close as possible to the final product. Our prototyping team added finishing touches to mimic actual retail scenarios.

These prototypes were then sent to Decathlon's regional teams for review. A follow-up physical meeting was organized in our Shanghai showroom where engineers, project managers, and sales leads walked the client through every detail.

Step 4: Real-World Testing and Customer Validation

The testing process was thorough and intense. Decathlon's team wanted to simulate real-life wear and tear as closely as possible. Their evaluation process included:
•    Drop Tests: The frames were subjected to impact tests to simulate accidental drops during transportation or installation.
•    Stress Analysis: The joints and locking mechanisms were tested under repeated pressure and movement.
•    Visual Integrity: Inspection to ensure the display surface maintained its shape and branding clarity.
To validate durability under extreme conditions, they applied forceful hits with blunt instruments and performed stress-loading on corners and frame joints. The full-polymer version outperformed expectations, maintaining structural integrity without cracks or deformation.
Their safety auditors were especially pleased with the elimination of exposed corners, which is a common cause of injury during frame setup in stores.

Step 5: Mass Production and Delivery

With the client's confirmation in hand, we scheduled our production team to begin manufacturing. Our factory was able to scale production quickly, leveraging existing tooling capacity and lean processes.
Our operations team mapped out the material procurement timelines and synchronized labor shifts to avoid any delays. The production run was divided into three phases:
1.    Pilot Batch for Final Quality Assurance (100 pcs)
2.    First Mass Batch (5,000 pcs)
3.    Rolling Production for Ongoing Replenishment
Production was completed ahead of schedule, with quality control ensuring that every batch met the specifications approved during the prototyping phase. The new frames were then packed using optimized cartons to further reduce shipping costs.
Our packaging team redesigned the inner cartons to accommodate flat stacking of components. This adjustment alone reduced container space usage by 38%, resulting in significant cost savings in international freight.
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Project Outcomes: Tangible Business Benefits for Decathlon

The project delivered impressive results across several critical dimensions:

Cost Savings

• Unit cost reduced by over 30%
• Freight savings of 40% due to improved stackability

Improved Safety

• 100% elimination of sharp metal edges
• Faster and safer installation for in-store staff

Sustainability and Logistics

• Lighter design means lower carbon footprint during shipping
• Recyclable materials used for the polymer frame

Customer Satisfaction

• Decathlon's team expressed high levels of satisfaction with both the product and service process
• Formal approval received to extend this solution to other regional stores across Asia and Europe

What This Project Says About Hookei's Value

This project perfectly illustrates our "customer-first" philosophy and deep capability in solution-oriented product design. We were able to:

• Rapidly diagnose issues and gather real-world insight
• Offer multiple design solutions aligned with business goals
• Apply advanced prototyping tools for quick turnaround
• Coordinate closely with client stakeholders for validation
• Execute production seamlessly while maintaining quality

Most importantly, we showed that product redesign isn't just a cost-cutting exercise—it's an opportunity for innovation, for making retail environments safer, more sustainable, and more effective.

Final Thoughts

Retail brands today face increasing pressure to innovate while cutting costs. Through agile engineering, proactive communication, and a relentless focus on customer needs, Hookei continues to help global brands like Decathlon turn pain points into performance wins.

We believe in smart design. We believe in practical innovation. And we believe that every product—no matter how simple it may seem—can be reimagined for better performance, lower cost, and stronger brand impact.

If you're looking for a trusted partner to help reimagine your retail hardware or POP systems, get in touch with us today. Let's explore how we can optimize your products, reduce your costs, and elevate your brand experience.

Keywords Summary : retail display frame redesign, cost reduction case study, Decathlon display system, polymer advertising frame, lightweight POS display, Hookei Display engineering, custom 3D prototyping, retail fixture safety improvements