French sports retailer Decathlon is set to significantly expand its presence in Germany, with plans to increase the number of branches from 86 to over 150 by the end of 2027.
The company aims to invest up to €100 million ($106 million) in new store openings and the modernization of existing locations, potentially creating thousands of new jobs, Decathlon Germany boss Arnaud Sauret told dpa.
Decathlon is planning to open two new stores this year, including a smaller outlet at Potsdam Central Station and a larger location in Hamburg’s city centre.
The company is also eyeing expansion in other German cities such as Nuremberg, Freiburg, Rostock, Oberhausen and the Kassel region.
Despite economic uncertainty and inflation, which have led many consumers to tighten their budgets, Decathlon sees an opportunity in the growing availability of vacant spaces in city centres.
According to Stefan Kaiser, Decathlon’s expansion chief, the company plans to leverage these vacant properties to get closer to its customers.
New stores will open in shopping centres and pedestrian areas, focusing on specific sports to suit local preferences. A mountain sports store is already planned for Munich.
Germany’s sporting goods market is highly competitive and valued in the billions of euros, with Intersport leading the sector with annual revenues of some €3.5 billion, followed by Sport 2000 at €2.95 billion. In comparison, Decathlon generated around €1.1 billion in revenue.
Sauret described the expansion as part of Decathlon’s strategy to increase its market share and turnover, although he did not provide specific figures.
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