Decathlon has opened its first point of sales in a pop-up store format in Russia. Located in the Nagorny district of Moscow, it is expected to operate for a limited period of five months in partnership with the Russian ADG real estate group. Decathlon explained that the new format would allow the company to improve brand recognition and increase market share within the reach of the main retail area in the district. It is noted that the placement of a pop-up sales point in such a regional center would help Decathlon to study in detail the needs of different target groups of customers, including families with children, youth, and adults. Decathlone is reportedly planning to scale up the project in the future.

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