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Decathlon opens its first store focused on urban sports in Brussels

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The new concept focuses on urban sports and digital experience.

The French sports chain Decathlon has become a safe bet in our country. After a sharp increase in the number of stores over the past few years, Decathlon keeps writing its story with a new concept: the urban sports shop. These outlets, centrally located in the main shopping centers, will specifically adapt their offer to urban citizens. The first shop of this kind, the Decathlon Brussels City, opened in November in The Mint.

Smaller, more urban and increasingly digital

What could urban citizens expect from Decathlon? In November, the first urban sports shop opened in the heart of Brussels, in the brand new commercial complex The Mint located Place de la Monnaie, next to the metro station De Brouckère. It already has a large secure underground parking with 480 bicycle parking places.

With more than 1,615 sq m of retail space, the brand new shop offers specific materials dedicated to urban sports such as walking, running, cycling, but also the practice of yoga, pilates and dance. Thomas Temmerman, director of the Decathlon Brussels City store: "In total, 25 disciplines are going to be highlighted - which is far less than in a traditional Decathlon store – because these disciplines are more in line with the practice of sport in the city. Decathlon Brussels City will become at the same time a major collection point for the free online system "Click & Collect", which allows you to order your Decathlon articles on the Internet and pick them up an hour later in one of the 28 stores of the brand. You are also given the opportunity to scan your products in the fitting rooms to check, for example, which other color is available. In 2018, customers will also be given the possibility to ask vendors for help via the screen installed in the fitting rooms."

From out-of-town locations to city centers

Twenty years after the opening of its first store in Belgium, in Antwerp in 1997, Decathlon counts today 28 points of sale in our country, representing a market share of around 20%. The secret of this growth lies in the concept of Decathlon: bringing together all sports under one roof and offering innovative and affordable brands, such as Quechua for mountain sports, Kalenji for athletics, Kipsta for football or B'TWIN for cycling.

Koen Tengrootenhuysen, Director Real Estate & Development: "Decathlon wants to make sport accessible and enjoyable to everyone. We therefore invest in innovation, developing ingenious products at an attractive price. We are also known for our strategically and consciously out-of-town locations.

We keep densifying our network on peripheral sites, but at the same time, we are launching this new urban concept with stores located in shopping and city centers. They should be seen as small Decathlon, averaging 1,500 sq m instead of 4,500, focusing on urban sports. All the equipments for classic sports will still be available for online shopping. This allows us to be even closer to our customers. With our first urban sports store, our aim is to encourage the inhabitants of Brussels to move (even) more. Indeed, we note that every time a Decathlon opens, the local interest for sport increases considerably. "

About Decathlon

Decathlon Belgium is part of the French group Decathlon, founded in 1976. Its mission is to "make the pleasure and benefits of sport accessible to as many people as possible". Faithful to the principle of "affordable sport", Decathlon develops and sells sporting goods of well-known brands (Aptonia, Artengo, B'TWIN, Caperlan, Domyos, Fouganza, Geologic, Geonaut, Inesis, Kalenji, Kipsta, Nabaiji , Newfeel, Orao, Oxelo, Quechua, Simond, Solognac, Tribord, Wed'ze). 

The Decathlon chain has been active in Belgium since 1997 and has currently 28 points of sale and a logistic center, which represents more than 3,000 employees. Around the world, Decathlon employs 100,000 people in 1,000 stores in 35 different countries, representing annual sales of around € 10 billion. 

For more information

Victoria Tanret (Cushman & Wakefield)
Senior Account Manager
Brussels, Belgium
T: +32 2 510 07 05
Contact me

 Filip Salmon (RCA PR)