Decathlon prepares a new push into the US market
13/09/2017
Decathlon last attempted (unsuccessfully) to make an impact on the US market in 1999.
Its country director, Michel d’Humières, said at the time of the announcement: “Our arrival in the US now is completely different from our attempt in 1999. We are not the same company now, either in terms of our professionalism or in terms of the products we have to offer.”
He said the company will use its experience in San Francisco to find out about sports enthusiasts in the US and about their needs. “We will then be able to co-design products that meet those needs,” he said.
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