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