Decathlonthe French retail giant of sporting articles, is immersed in a transformation process with which move from a generalist business model to a multispecialist.
The opening Decathlon Running, a running store In Bordeaux (France) In May it was the first step of this new roadmap. Throughout the year, five others will be followed at this point of sale, also located in the brand's home country.
Decathlon Running, advancing towards multispectialization
Decathlon was born as a space in which bring sport closer to all peopleregardless of whether they are beginners or elite athletes. Its value proposal is based on this and the large range of sports disciplines that cover, offering a wide catalog that includes its own brands and other distributors.
During its presentation of results 2024, the brand announced a series of key actions, among which were the modernization or opening of 200 stores and the 90% restructuring of its product catalog by 2026in order to have a more sustainable offer.
Decathlon seeks Continue with its purpose and upload the bet. That is why they are turning towards a multi -specialist model that takes their first steps with Decathlon Running. This is the first large-scale test of a hyper-specialized store format, in which to offer a more expert service.
Yannick Ferrédirector of Decathlon City and Decathlon Running Bordeaux, explained: «This store has been conceived as a real Reference place For the passionate of the race on foot. Our ambition is to offer a precise response to the expectations of the runners, providing them with a Expert accompaniment, personalized and based on a real understanding of your practice.
The human factor is in the center of experience. Each team member is a passionate corridor, capable of understanding customer expectations and accompanying them closely in practice. We want Create a strong bond with the local community».
To succeed, it is most likely that Decathlon replicates this business model for others of its vertical star and also in the rest of the markets in which it operates. Likewise, this strategy will also serve the brand to promote your catalog of your own brands.
Bastien GrandgeorgeCEO of Decathlon France, said: «Through this innovative concept, we affirm our ambition to move from a general model to one of multi-specialists, valuing our priority sports Thanks to the opening of dedicated stores. We want to go where our athletes are, offer them inspiring places, with identity, thought about their practices.
It is also the opportunity to enhance our own brands – as Kipruncareer performance – while we complete the offer with the main references of the market. 50 years ago we invented “all sports under the same roof”, With Decathlon Running We continue innovating and We put “all running under the same roof”».
Decathlon also bets on running in Spain
In Spainthe brand has also reinforced its commitment to running to Inaugurate 22 Pro Shop spaces in its stores of the country in June. These are spaces aimed at providing a much more complete and personalized experience to runners of all levels, thanks to their Selection of products and to the specialized services They offer.
Decathlon has trained 159 collaboratorsgiving them the necessary technical training so that they can give adapted and professional advice. During this, special attention has been given to the Decathlon running brand, Kiprunand also in new firms incorporated as Brooks, Saucony, Asics, Adidas or New Balanceamong others.
«With the opening of these new spaces, we want be even closer to our clientslisten to them and accompany them in each step of their practice. The Pro Shop They are much more than a product area: they are a meeting point where runners, regardless of their level, can find the advice, material and motivation they need To enjoy running in a unique way, ”he explained Jon ZumaqueroRunning Commercial Director at Decathlon Spain.
Photo: Decathlon
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