Decathlon is planning to take over in Australian market

Decathlon in Australia

French sports goods retailer, Decathlon is aiming to fetch a market share of 6.8 billion in Australia. The company will open bunch of new stores and re-launch its e-commerce site.

As part of their new expanding strategy, Decathlon introduced a cut-price ski-wear range. It is expected to reduce sales of Super Retail Group’s Rabel Chain, Kathmandu, Anaconda and Aldi. The Chief executive Olivier Robinet expressed today his dream of having a Decathlon store within 30 minutes of about 80 percent of the Australian population.

The company started its journey back in the December of 2017. 16 months earlier, they established their online shop in Australia.

The newly-inaugurated stores are about 3800 square meters. They carry more than 7000 products across more than 70 sporting goods and outdoor categories. Sydney and Melbourne each have two of these stores.

Decathlon re-launched its e-commerce platform this week and expecting a boost in online sale. Online purchase constitutes about 7 percent of total sales.

Olivier Robinet reportedly said, “We are a family owned company so what say doesn’t matter.” The number of store and expansion will be ultimately decided by the investment the company is willing to put it. According to the Chief Executive office, Decathlon has performed more than expected in Australia since its inception fourteen months ago.

Jayita Sardar

Aspiring journalist working for and exploring the juncture of sports, business and technology. Interested in sports economy and logistics of sports policy-making.


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