Customers of the Swiss Manor department store chain can now purchase more Decathlon products on Manor’s web stores and in new shop-in-shops installed at some of its brick-and-mortar stores. Starting on April 1, the Manor department stores in Fribourg, St. Gallen and Zurich Letzipark will feature dedicated Decathlon areas of between 260 and 530 square meters where customers can also pick up products that they had bought from Decathlon’s own website. If the pilot project works out, the shop-in-shop concept will be extended to other Manor stores in the country.
With 59 locations, Manor is the largest department store chain in Switzerland. As previously reported, Decathlon announced a first test last summer for the sale of some of its private label items on Manor’s online shop and at ten selected department stores, starting with its large range of outdoor products. The more intense collaboration with Manor is a logical step for Decathlon as Manor is owned by the Maus-Frères group, which became the French retailer’s joint venture partner for Switzerland in 2018, while converting most of its former Athleticum sporting goods stores in the country to Decathlon stores.
Decathlon has been working with other retailers online or offline in France, Belgium, the U.S. and Russia since about four years ago. It started to work with other retailers in Switzerland in June 2020 by offering bicycles and some other private label products in nine electronics, music and book stores operated by the Fnac chain in the French part of Switzerland.
