Domyos is the private label for fitness, dance and martial arts of the Oxylane group that is sold in its Décathlon stores around the world. According to company officials, Domyos’ sales of softgoods and hardgoods are a little more than half of the turnover of Icon Health & Fitness, the world’s largest supplier of home fitness equipment. Icon had sales of $870 million in the year ended last May 31, and officials of Domyos are targeting the leadership on a global basis in 10 years’ time.

As it has already done with three of its 13 private labels – Quechua, Tribord and Geologic – and is planning to do for its bicycle and footwear segments, Oxylane has opened a dedicated product development center for its Domyos brand, following a total investment of €25 million.

Located at Marcq-en-Baroeul, about 10 kilometers away from its head office, the 12,500-square-meter structure hosts Domyos’ offices, training facilities, a 5,000-square-meter store that concentrates on fitness products and a 2,750-square-meter fitness center, the third club of the kind owned by the group.

Led by Patrick Strassi, brand manager, a staff of 150 people will move to the new location from Oxylane’s main campus near Lille to handle all kinds of operations including prototyping. An additional 44 people will be hired to boost the total staff. Twelve professional fitness trainers for the gym will be among them.