Decathlon branches into US with first bricks & mortar store

French sports retail giant, Decathlon, has announced the grand opening of its newest store, located in Emeryville, the retailer’s first full-service store in the US.

The grand opening will take place on 12th April, with the new store six times the size of Decathlon’s first “lab store” which officially opened in April 2018 in Market Street, San Francisco.

The store will act as an interactive retail centre with a full range of products for over 100 sports, including gear for children and young adults.

Decathlon’s CEO in the US, Michael d’Humières, said: “Since the launch of our San Francisco store, we’ve has an enthusiastic response to our store and have developed a thriving relationship with the community, and we’ve decided it’s time to introduce the US to our first full-service Decathlon store environment.”

Performance Bicycle, one of the largest bike retailers in the country, has closed its store locations this month, as a result of its parent company, ASE Enterprises, filing for bankruptcy at the tail end of 2018. Although, some Performance Bike stores and the websites are currently open for business and serving customers under protections offered under the bankruptcy settlement.

The Tiger Group, a collective of four companies, submitted a winning bid of just over $23 million to buy the assets of ASE last month.

Last month, Decathlon and its own bike brand B’Twin signed up to The Plastic Leak Project, which helps businesses reduce their plastic footprints in a bid to turn the tide on plastic pollution in our oceans.

Hayley Everett

Multimedia Reporter

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