Debuting to the french online sports stores in Emeryville, Calif. It marks the first full-fledged Decathlon location in the U. Decathlon stakes its brand on selling a wide array of outdoor gear — by its count, catering to more than different sports — at steeply discounted prices. Additionally, Decathlon says it monitors customer reviews on its website. The brand also hosts group runs, yoga classes, and other sports clinics, as well as in-store demo opportunities.
Larger text size Very large text size The world's largest sports retailer, Decathlon, has flagged a slower rollout of physical stores in Australia as it seeks to capitalise on a growing consumer preference for shopping online.
Likened to the "Aldi of sports", the French giant sells cut-price, private-label sports and outdoor gear spanning clothing and swimwear though to bicycles, tents and sleeping bags from its big-box stores.
Chief executive Olivier Robinet says Decathlon brought something new to the market. Credit:James Brickwood Decathlon launched with an online store in Australia in mid, and opened its first bricks-and-mortar outlet in Sydney 18 months ago, in what was seen as a threat to incumbent players like Rebel Sport and Kathmandu.
Advertisement However, its biggest investment in was a redesigned website that launched Monday, he said, which carries more products, will be easier to use and be followed by quicker delivery options.
Today about 8 per cent of Decathlon's local sales are online, which is roughly in line with the overall retail market. But Mr Robinet said he expected it will grow to more than 20 per cent over the next five years.
If you do 30 per cent of your sales online you should perhaps have 30 per cent less [store space] Olivier Robinet "We already are above 20 [per cent] in the UK, in China, in many counties, so why shouldn't it be in Australia? Mr Robinet said he hoped to offer two-hour delivery in major cities within a couple of years, something only a few local retailers such as JB Hi-Fi and Officeworks offer today.
Decathlon would still likely open around 35 stores in Australia by , as outlined when it first launched, but that would be balanced with online demand.
The company would not reveal its local sales figures, but Mr Robinet said the brand was being well received by sport-mad Australians who did not want to pay high prices for branded equipment by Nike or Adidas. Over the past 12 years the German discount supermarket has built up a cult following for its early winter release of cut-price ski equipment.