Decathlon Germany has released its expansion plans until 2027, and it’s a massive wager by the French giant. By then the world´s largest sports retailer will have 150 stores in Germany, after opening 60 new ones in the coming three years. Decathlon will invest over €100 million in new locations and modernization for this.
More customer proximity demands new formats
Decathlon is presenting its ambitious growth plans in Germany. As part of this, Decathlon plans to invest up to €100 million by 2027, both in new openings and modernizing existing locations. Overall, the sports giant plans to expand its store network to 150 stores over the next three years, 60 of which are planned new openings. In addition, the multisports specialist has designed new formats to get closer to its sports-loving customers.
Decathlon to launch new store concepts
So far, Decathlon has been known and successful in Germany primarily for its so-called multisport stores. With a large sales area of between 1,800 and 8,000 sqm, these offer the broadest possible range of products directly on-site and sufficient space for test areas. Decathlon continues to adhere to this successful concept but is expanding it to smaller sales areas of 500 to 1,500 sqm in popular shopping centers and pedestrian zones in city centers.
“We want to be represented in the top 15 pedestrian zones in Germany so that our customers can integrate Decathlon into their everyday lives,” commented Stefan Kaiser, Director of Real Estate at Decathlon Germany. ”Not everyone knows Decathlon today. Our vision is to realize a Decathlon touchpoint within a 20-minute drive for everyone in Germany by 2027 in order to get closer to our customers and increase our brand awareness.”
The sports giant is also expanding its portfolio of specialized stores. Under the name Decathlon Connect, smaller branches will be operated in the future that focus on selected sports and are located in strategically appropriate locations. On 400 to 800 sqm, for example, there will be everything related to mountaineering or the mobility sector. The range of products offered will be based on customers’ local needs.
Connect stores with a focus on important everyday items such as gloves or sportswear at central hubs, as well as dedicated branches of the expert brands, such as the racing bike brand Van Rysel, are two further new formats within the Connect family. In the future, partnerships with other companies to implement shop-in-shop concepts are also on the agenda.
Branches in the Decathlon network
A network of branches is to be created in the ten largest German cities, which is optimally tailored to local needs and conditions. In Munich, for example, the large multisport store at Elisenhof will be complemented by the new Connect store at Karlsplatz / Stachus. Another Connect store for Mobility on a bicycle street in the city center and a Connect store for outdoor activities near a climbing gym would also be possible. Not all products will be available in all branches, as the Connect stores will specialize in certain sports or needs. The branches will, therefore, be in close contact with each other so that products and services are quickly available through shorter channels. This structure aims to be even closer to the needs of customers and to provide them with comprehensive support in their daily lives.
Arnaud Sauret, CEO of Decathlon Germany, on the expansion plans:
‘We are really stepping on the gas over the next three years and launching a wave of expansion. After all, we want to become the preferred sports brand in Germany. We are greatly expanding our store network. Close to the people and with new formats. To do this, we will also create many new jobs.’
Potsdam and Hamburg stores will open already in 2024
Two more new stores are planned for 2024: Decathlon will open the first Connect store in the new look at Potsdamer Bahnhofspassagen at the end of November. In mid-December, a multisport store with an integrated regional workshop will open its doors to sports enthusiasts in the heart of Hamburg on Mönckebergstraße. The Connect format will open at Karlsplatz in Munich in early January 2025. A new location in Giessen has also been approved for 2025.
New in-store concepts for an optimized shopping experience
The existing in-store concepts have been redesigned to create a unified and more modern look. Instead of the classic shelf structures, in which the shelves are arranged parallel to each other and accessible from a central aisle, the layout has now been loosened up: two larger walkways run through the room and lead to individual niches, known as boutiques. These boutiques separate the different sports worlds from each other and create an open, inviting shopping atmosphere. This new, circular routing system enables a high-quality shopping experience in all new branches and where space permits in existing branches. In addition, digital price tags optimize the service and ensure the up-to-date accuracy of price information for customers.
Repair and workshop offensive
In conjunction with the expansion strategy and the planned networks in major cities, Decathlon plans to open up to ten workshops throughout Germany. There are currently three workshop locations in Schwetzingen, Dortmund and Munich, with a fourth location set to open in the heart of Hamburg at the end of 2024. The on-site offering will include comprehensive repair services for sports equipment, establishing Decathlon as the leading port of call for care and repair services. The aim is to quadruple the number of repairs from 120,000 to 500,000 within three years. The service will also be offered to third-party brands in the future. Customers will benefit from a broader range and shorter waiting times.
SGI Europe has published Decathlon’s international plans in an exclusive article earlier.
