Decathlon rethinks US market approach
Nicola Mira
In 2017,DecathlonUS retail
“We are changing our business model in order to respond to current market conditions and to better address the needs of our customers,” said Christian Ollier, managing director of Decathlon USA.
“It is clear our products are well-received on the American market, and we have recorded unprecedented growth in the last few years. But to progress in healthy fashion, we must adapt and prepare the Decathlon of the future. While we are closing down our physical stores, our products are always available on the Decathlon website and at a growing number of retailers,” added Ollier.
The products of the group owned by the MulliezTarget
Before the renewed attempt in 2017, Decathlon had been present in the USA between 1996 and 2006, on the country’s East Coast. In North America, Decathlon does have a brick-and-mortar presence in Canada, where in three years it has managed to open only 11 stores, which will be soon bolstered by the opening of a city store in the centre of Toronto.
The Decathlon group operates 1,718 stores worldwide. In 2020, it generated a revenue of €11.4 billion, down 6% on the previous year, and a net income of €550 million. The group has not yet published its 2021 results, but at the start of this year it appointed a new managing director, Barbara Martin Coppola
