Former Decathlon stores are scheduled to be re-launched in Russia from December 2023 under the brand name Desport, Russian state news outlet Tass reported, citing sources close to ARM, the new owner of the retail chain. The product range will be formed gradually and include ARM brands, as well as side brands, the company said, adding that it is going to launch Desport online store in the foreseeable future.
Although there is no information on whether Desport will sell any Decathlon stores, the retail chain plans not to sever ties with its French ties completely. The new brand name comes from the old French word “desport” meaning “entertainment” or “game.” The company explained that the word “sport” has originated from it in many languages across the world. “This name reflects the very essence of our business: to inspire people to play sports and be physically active,” said Mathieu Cobarrer, Desport’s Marketing Director.
Desport’s website currently lists 33 stores yet to be opened, including seven in Moscow and Moscow region and four in St. Petersburg.
It is yet to be seen whether Desport could be as successful in the Russian market as Decathlon used to be, commented Dmitry Moskalenko, head of the Russian shopping council of shopping centers. “Decathlon was unique in terms of its format and range,” he said, explaining that the company rented large shopping spaces at relatively low rates and managed to establish a pool of loyal customers thanks to a diverse range. “I assume that in the beginning, we could see high customer traffic figures stemming from simple [customers’] curiosity.” On the other hand, nearly 80 percent of Decathlon suppliers have not pulled out from Russia and are still available in the country, Moskalenko said. To successfully re-launch operations, ARM must re-establish the logistics chain and hire enough personnel.
Desport originally planned to begin operation in mid-November, but the launch was pushed back as the company needed to hire more workers.
Veronika Artemenkova, the HR Director of Desport, disclosed that the Russian labor market is generally experiencing a deficit. To wrestle with this issue, ARM even introduced a referral program, under which every worker who managed to talk his friend into joining the company gets a bonus equal to 50 percent of his monthly salary. In addition, Desport raised the average monthly salary by nearly a third, compared to what Decathlon offered before it departed from the country.
