Small surface area, offering targeted at local residents' sports... Decathlon continues its offensive in the city center
This Wednesday, the leading sporting goods brand is opening a new space in the heart of Paris... in a Boulanger store. By focusing on urban environments, the brand is trying to stay ahead of the competition.
By Matthieu HautThe Decathlon logo is displayed on the storefront, but you're entering a Boulanger store. If you venture into the household appliance store on Rue de Rennes in Paris ( 6th arrondissement ) starting this Wednesday, an escalator will take you to the basement, where the famous sports brand is opening a new boutique. The day before the launch, curious customers try to venture downstairs. Caught by the security guard, they'll have to wait a few more hours before discovering the new concept.
Offering washing machines and tracksuits under the same roof may seem like a strange combination. By bringing together Boulanger and Decathlon, two brands of the Mulliez group, Decathlon France CEO Bastien Grandgeorge aims to promote the complementarity of the brands.
Le Parisien
