The sporting goods dealer Decathlon strengthens its local presence with the opening of its ninth Paris business. The branch is integrated in a store from Boulanger, a chain specializing in electrical appliances and multimedia, and occupies an entire floor there.
The new decathlon business in Rue de Rennes in the 6th arrondissement of Paris has been the fourth reopening in France since the beginning of the year. The company thus pursues its goals in less than 20 minutes on foot from the places where potential announces: inside, work and are on the move.
The Decathlon City format
The French company describes the city format as a “compact format of decathlon” (less than 1,000 square meters), which is specially designed for shopping streets in city centers. These branches specialize in mobility, running, fitness or yoga. To date, there are eleven Decathlon City branches in France, three of them in the Île-de-France: Saint-Germain, Batignolles and Montparnasse.
According to a survey by the IFOP (Institut Français d’apinion Publique), the urban environment offers significant advantages for athletes: inside, especially due to the high density of infrastructure. In 2020, 37 percent of the French planned to go to the gym more often. In the same year, every second millennial, born, for example between 1981 and 1996, continued to go to the gym or even more often- compared to 26 percent of 18- to 34-year-olds who had already trained regularly. Against this background, the city format seems to be a successful strategy for decathlon in order to meet the increasing demand for quick and practical access to sports equipment in the city.
Twenty Decathlon employees: Interior work in the new branch, which, according to the press release, should be a “real place of exchange and advice”. The brand explains: “Each team member brings the decathlon spirit into the heart of the quarter and embodies the unique mix of human connection and sporting passion that makes the city format so effective.”
Grégoire Rousseau, retail director of Boulanger, the business in which the new Decathlon branch is located: “Boulanger continues to develop and works with Decathlon to create a hybrid concept that results from a redesign of the business area. This new approach aims to offer an extended customer experience between two areas with more areas Services and products are created.
The chain has a total of 39 decathlon branches in the Île-de-France and 1,817 branches worldwide.
In 2024, the decathlon group recorded sales growth of 5.2 percent compared to 2023. The turnover amounted to 16.2 billion euros.
This article was used with digital tools translated.
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