Decathalon sets its sights on US market
09/04/2019
The 47,000 square-foot shop is based in Emeryville, California, and will open on April 12 with a weekend-long grand opening.
Rather than a big retail launch across the country, the French group has chosen to focus on San Francisco “to allow the brand to become familiar with the practices of local sports fans before a possible expansion throughout the US”.
Michel d'Humières, CEO of Decathlon USA, said: “The Bay Area is a place where sports thrive, where we can come together and do just about any activity. Through the affordable, high-quality products at Decathlon, it is our hope that even more people can get out and play – and maybe even discover some new sports along the way.”
Decathlon designs, tests, manufactures and sells its own products and has more than 1,500 stores in 49 countries.
Image: Decathalon's San Francisco-based 'lab' store
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