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Posted by: Sportslink on 05/10/2017

Decathlon names site of first store

Decathlon names site of first store Tempe in Sydney’s inner west is the location for the first Decathlon store to open in Australia.

Timing is reported to be October, with the company negotiating for a Melbourne store site for a 2018 opening.

The French-based group has had an online presence in Australia for the past 12 months and is reported to be planning a major bricks and mortar expansion during 2018.

Decathlon opened its first store near Lille in France in 1976 and now has 1176 stores in 30 plus countries, including 310 in France and 214 in China including eight in Taiwan.

There are more than 75,000 employees, with annual turnover of ten billion Euros ex-tax.

This promotional video presents a young demographic, with male skateboard riders performing instore to the (eventual) approbation of a few female shoppers.

The Tempe store is designed to fit the company’s blueprint of 3,000 – 4,000sq metre , including the size of each car space, with 7,000 product lines across 70 categories. Plus in-store activity centres will be included as product test areas.

There are 20 so-called Passion Brands which will be a focus of the new store's offering, said to be tailored to the local marketplace.

Chief executive is Olivier Robinet, a company stalwart who spearheaded Decathlon’s Italian expansion, and CFO Sylvain Baudens, who has been in Australia to oversee the launch of its online Australian presence.

With the slogan of “making the pleasure and benefits of sport accessible to all”, Decathlon is currently recruiting store teams.

• The Australian sports retail scene is currently undergoing a shake-up, with English brand JD Sports opening its first door last week in Melbourne’s CBD centre Melbourne Central with stores to follow in Parramatta and the Gold Coast.