Sports giant invests over 100 million euros in Germany
The sports giant Decathlon plans to invest up to 2027 million euros in Germany by 100. The money will be used both for new openings and for modernizing existing locations. Overall, Decathlon plans to expand its branch network to 150 branches over the next three years, of which 60 are planned to be new openings. The multi-sport specialist has also designed new formats. "We are really stepping up the pace over the next three years and starting a wave of expansion. Ultimately, we want to become the preferred sports brand in Germany," says Arnaud Sauret, CEO of Decathlon Germany.
New branch concepts
So far, Decathlon is mainly known in Germany for its so-called multi-sport stores. With a large sales area of between 1.800 and 8.000 square meters, these offer a wide range of products and space for test areas. Decathlon is sticking to this concept, but is expanding it to include smaller sales areas of 500 to 1.500 square meters in shopping centers and pedestrian zones in city centers.
"We want to be represented in the top 15 pedestrian zones in Germany," announces Stefan Kaiser, Director of Real Estate at Decathlon Germany. "Our vision is to create a Decathlon touchpoint within 2027 minutes' distance for everyone in Germany by 20."
The sports giant is also expanding its branch portfolio to include specialized stores. In the future, smaller branches will be operated under the name Decathlon Connect, which will focus on selected sports worlds and will be located in strategically suitable locations. In 400 to 800 square meters, there will be everything related to mountain sports or the mobility sector, for example. The range is geared to the local needs of customers. In the future, partnerships with other companies for the implementation of shop-in-shop concepts are also on the agenda.
branches in the network
A network of branches is to be created in the ten largest German cities. In Munich, for example, the large multi-sport store at Elisenhof will be supplemented by the new Connect Store at Stachus. Another Connect Store for mobility on a cycle path in the city center and a Connect Store for outdoor activities near a climbing hall would also be possible.
New branches are being opened here
Two new openings are planned for 2024: At the end of November, Decathlon will open the first new Connect branch with a new look in the Potsdam Bahnhofspassagen. In mid-December, a multi-sport branch will open its doors in central Hamburg's Mönckebergstrasse with an integrated regional workshop. The opening of the Connect format at Munich's Karlsplatz in the Stachus Passagen will take place at the beginning of January 2025. In addition, a new location in Gießen has already been validated for 2025.
workshops and repair offensive
In conjunction with the expansion strategy and the planned networks in the major cities, Decathlon wants to open a total of up to ten workshops across Germany. There are currently three workshop locations in Schwetzingen, Dortmund and Munich, with the fourth location opening in the heart of Hamburg at the end of 2024. The local offering will include comprehensive repair services for sporting goods. The aim is to quadruple the number of repairs from 120.000 to 500.000 within three years. In the future, the service will also be offered for third-party brands.
