Decathlon ups its game in US with first full-scale store

Decathlon

Decathlon has doubled down on its expansion efforts in the United States. The sporting goods retailer has opened its first full-scale store in the sizeable market where it is currently making a comeback, having made an initial incursion into the country from 1996 to 2006. 

The 47,000-square-foot store in Emeryville, California joins the likes of Ikea, Target and Best Buy at the commercial development chosen as its location.

A range of spaces have been set aside for customers to test out products in the store, which is being billed as an “experiential center” that will also offer sports classes.

Ever cautious, Decathlon has not revealed details concerning its further expansion plans in the country but it seems likely that the company will continue to develop its presence on the West Coast before attempting a more wide-reaching approach. The retailer has also set up an e-commerce site, initially limited to California, which allows shoppers to take advantage of services such as click and collect, and in-store returns of online purchases. 

In 2018, Decathlon reported a 5% increase in sales which totalled 11.3 billion euros. This growth was led by the company’s international expansion, as revenues actually fell 5% on the chain’s home market. Decathlon entered 12 new countries last year, most notably Canada, Egypt, Cambodia and Greece, and has ten new markets in its sights for 2019. So far this year, the company has already made its brick-and-mortar debut in Japan and Ukraine, and will arrive in Algeria in the next few weeks.