Decathlon plans expansion: Over 150 branches in German city centers by 2027

Decathlon plans expansion: Over 150 branches in German city centers by 2027

Decathlon, the French retailer for sporting goods, is planning an extensive expansion in Germany. As Arnaud Sauret, the company's Germany boss, announced to the German Press Agency, over 150 branches are to be built by the end of 2027, with 86 businesses currently exist. To make this possible, a budget of up to 100 million euros is expected for new openings and the modernization of existing business, which could create several thousand new jobs.

This year two new openings are already being planned: a smaller branch at Potsdam Central Station and a large city center in Hamburg. In addition, Decathlon strives to establish new locations in cities such as Nuremberg, Freiburg, Rostock, Oberhausen and the Kassel region.

strategy for urban markets and smaller shops

The question of why Decathlon is now expanding is concerned with concerns due to the current economic challenges that many people make to hold back. According to Stefan Kaiser, the head of expansion of Decathlon, there are still many unused buildings in the city centers that represent the opportunity to make the brand more present. His goal is to get closer to customers and no longer just be present at the edges of the cities.

The new strategy includes, in addition to the large sales outlets, also smaller concepts in shopping centers and pedestrian zones. These could concentrate on specific sports and thus better adapted to the needs of the respective region. For example, a branch with a focus on mountain sports is planned for Munich.

Competition strategy in the billion -dollar sports market

The sporting goods market in Germany is a significant business, led by the Intersport trade association with sales of around 3.5 billion euros, followed by Sport 2000 with 2.95 billion euros. Decathlon has recently achieved more than 1.1 billion euros in sales. Due to the expansion, Decathlon hopes to increase its market shares in order to clearly compete. Sauret emphasizes that market -leading positions have already been reached in other European countries, often due to an already expanded branch network. The goals of the company are clear: growth and strengthening of the brand presence in Germany.

For the coming years, Decathlon is determined to accept the challenges of the market and to improve its competitive position. Further details on the strategy can be found in comprehensive reports that provide information about the expansion at www.ezatsatzwirtschaft.de .