Decathlon is accelerating its growth strategy in southern Germany with the announcement of two new store openings in Nuremberg, reinforcing its commitment to accessibility and regional presence. The French sporting goods giant will open locations in the Mercado shopping center in the city’s north and in the Franken-Center in the south, bringing its total number of stores in the Nuremberg metropolitan area to three.
The Mercado branch is set to open in October 2025 and will be located in the basement of the historic Wöhrl-Stammhaus, offering approximately 1,500 square meters of retail space. The Franken-Center location will follow in spring 2026, with a slightly larger footprint of 1,700 square meters. Both stores will feature Decathlon’s signature multi-sport assortment, including apparel, equipment, and accessories for over 70 sports, tailored to local demand.
Decathlon moves closer to the consumer
The expansion reflects Decathlon’s broader strategy to strengthen its presence in urban centers and make sports more accessible to all. “With these two new locations, we are responding to the strong demand in the region and bringing our offer even closer to our customers,” said Christian Stangl, Expansion Manager at Decathlon Germany.
The company emphasizes sustainability and community engagement in its store concepts. Both new locations will integrate Decathlon’s circular services, such as rental, repair, and second-hand product offerings, aligning with the brand’s mission to promote responsible consumption.
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Decathlon currently operates over 85 stores in Germany and continues to invest in omnichannel retailing, combining physical stores with a robust digital platform. The Nuremberg expansion is part of a broader push in Bavaria, where the brand sees strong potential for growth due to the region’s active lifestyle and sporting culture.
With these additions, Decathlon not only strengthens its market position in Bavaria but also underscores its long-term vision of being the go-to destination for sports enthusiasts across Germany.
