The Decathlon-controlled French sports e-tailer has inaugurated its first store in central Paris, a 450-sqm space near the Arc de Triomphe, marking the latest step in its omnichannel development.
Alltricks, the French sports e-tailer backed by Decathlon, has opened a 450-sqm store in Paris – its first in the heart of the French capital – as the company continues building out a physical retail presence alongside its online operations.
The new outlet is located at 20 rue des Acacias in the 17th arrondissement, within walking distance of the Arc de Triomphe. Alltricks was already present in the greater Paris region through stores in Issy-les-Moulineaux and Coignières.
A multi-sport format with services built in
The Paris store caters to cyclists, runners and outdoor enthusiasts across two floors. The ground floor is given over to running, trail running, triathlon and electronics, while the upper floor focuses entirely on cycling – from urban and mountain biking to road and gravel disciplines. The facility also houses a workshop staffed by expert technicians and a postural study room designed to help customers optimize their positioning on a bike.
Free click-and-collect is available in-store, reinforcing the omnichannel model that underpins Alltricks’ broader expansion strategy. The company plans to run community events from the location, including social runs and rides open to all levels, organized in collaboration with Alltricks ambassadors and partner brands.
Eleventh store as physical network grows
The Paris opening follows a new store inaugurated in Montpellier earlier in February, bringing Alltricks’ total physical store count to 11. The company has moved steadily toward physical retail since Decathlon acquired a majority stake in 2019 – a move that provided the resources to scale the brand beyond its origins as a pure-play online retailer.
About Alltricks
Founded in 2008 by Gary Anssens, Alltricks is a French sports e-tailer specializing in cycling, running and outdoor products. Now majority-owned by Decathlon, the world’s largest sporting goods retailer by store count, Alltricks distributes products across more than 60 countries. The brand has been expanding its physical retail footprint in France as part of an omnichannel strategy that combines online sales with in-store services.
