Dec 19, 2014
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Decathlon sets sights on the UK

Dec 19, 2014

For Decathlon, India and Asia are markets with strong potential. But that doesn’t mean that the French sporting goods retailer is abandoning good old Europe. 

A Decathlon advertisement for the opening of its new store in South London

Over the last two weeks, the company has opened two stores in the UK, including a 27,000 square foot location in the Trafalgar Way Retail Park in the town of Croydon in South London. It opened the second on December 11 in Harlow, Essex. Decathlon now has 16 stores in Britain. 

What’s more, it has announced some big plans. Thibaut Peeters, CEO of the company’s English subsidiary since early 2014, mentioned in the British press that Decathlon is planning on 50 further openings over the next three years and that there is potential for a hundred stores in the UK. 

It appears that the French company may consider introducing smaller sized stores. Otherwise, it may be difficult to find large enough locations that can house the company’s entire catalog. On average, its locations are over 32,000 square feet.

The British sports market is indeed already highly competitive with the presence of well-established brands such as JD Sports and Sports Direct.

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