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Decathlon makes its return to the US
Decathlon has chosen San Francisco to begin again in the American market, in a bid to capitalise on the city's sporty lifestyle (running, cycling, skiing and fitness) being located on the west coast of the US. The French retailer has opened a 800 square-metre-store on one of the city's main commercial strips, at 735 Market Street.
The store, designed by Decathlon like a 'retail lab', comes supported by an online store, which is currently dedicated to the state of California.
"The varying climate in California and the diverse sports groups here make it the ideal training ground for our first exploration of the country," said the European retailer, which was founded in 1976.
"Decathlon will be able to see, with this test store, exactly which products will meet the needs of all Americans, before extending on a larger scale in the US."
The store is not the seller of products covering some 65 sports, the building also has a workshop repair corner, and a co-working space. It also houses the head office for the US subsidiary, lead by Michel d’Humières; with the idea of being closer to the local consumer to better conceive and adapt the products offered in the US.
Decathlon is essentially redeploying into the American market: it was already present in the US from 1999 to 2006, with a handful of stores all located close to Boston, which at the time saw it purchase several MVP Sports stores.
"Our coming back today has nothing to do with our attempt in 1999. We aren't the same as we used to be, in terms of our level of professionalism and our product offering," explained the chief of Decathlon USA, in a press release.
Prudently, the firm has not yet unveiled its expansion plans for the country, but intends to plant itself more sustainably this time round. In other news, Decathlon will open its first Canada store in spring 2018, on the perimeters of Montreal.
Boasting 1,220 stores across 32 countries, Decathlon continues to conquer new markets around the world. Outside the US, the retailer entered Australia just several days ago, after it opened in Tunisia in November and Switzerland in August.
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