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Decathlon’s Bold Expansion Plan: 60 New Stores in Germany by 2027 with €100M Investment
2024-11-26
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Decathlon Germany is embarking on a significant growth journey, announcing plans to invest over €100 million by 2027 in opening 60 new stores, modernizing existing locations, and enhancing the overall customer experience. This ambitious plan will bring Decathlon’s total number of German locations to 150, reinforcing its position as a leading sports retailer.
Growing Network: More Locations, Better Accessibility
Decathlon’s expansion strategy focuses on creating a more accessible and comprehensive shopping experience. The new locations will include:
- Classic multi-sport stores with sales areas ranging from 1,800 to 8,000 square meters.
- Smaller Connect Stores in city centers, offering specialized products tailored to activities like mountain sports or mobility, with areas between 500 and 1,500 square meters.
Stefan Kaiser, Decathlon’s Director of Real Estate, explains: “Our vision is to establish a Decathlon touchpoint just 20 minutes away from every customer.”
Revamping Stores for a Modern Shopping Experience
In addition to expanding its footprint, Decathlon is modernizing store layouts to improve the shopping experience:
- Tours and themed boutiques replace traditional shelf structures to create a more inviting atmosphere.
- Digital price tags enhance service and efficiency.
- New workshops will be integrated into many locations, increasing annual repair capacities from 120,000 to 500,000 repairs, including services for third-party brands.
Key Locations and Milestones
Decathlon has already begun implementing its vision:
- Two new locations are opening in 2024: a Connect store in Potsdam and a multi-sport branch in Hamburg.
- A Connect store will follow in Munich’s Stachus in January 2025.
- Additional workshops are planned, including one in Hamburg, expanding services nationwide.
Aiming for Leadership in Germany
Arnaud Sauret, CEO of Decathlon Germany, states: “We are starting a wave of expansion to become the preferred sports brand in Germany.” The networked approach ensures customers have access to Decathlon’s products and services quickly and efficiently.
By blending large multi-sport stores with smaller, specialized formats and an emphasis on services like repairs, Decathlon is enhancing its accessibility and solidifying its reputation as a leader in the sports retail industry.
