News Article

Decathlon Opens First Dutch Outlet in Amsterdam

Industry- & Retail Organizations

AMSTERDAM, Netherlands (23 August) — The 7,000-square-meter store can boast of being the largest sporting goods shop in the Netherlands. Many doubt that Decathlon will be able to play a significant role in Holland’s very brand-oriented bicycle market where specialized bike dealers make up more than 85% of the sales. “We don’t see ourselves as […]

AMSTERDAM, Netherlands (23 August) — The 7,000-square-meter store can boast of being the largest sporting goods shop in the Netherlands. Many doubt that Decathlon will be able to play a significant role in Holland’s very brand-oriented bicycle market where specialized bike dealers make up more than 85% of the sales. “We don’t see ourselves as competition for the large A-brands here. We are simply broadening the market, both in terms of brands as well as sales channels,” says Georges Hanot, general director of Decathlon Benelux. Holland is Decathlon’s most recent expansion abroad. In 1986 the French retailer first stepped foot on German soil, and in 1992 opened up shop in Spain, in 1993 Italy, in 1997 Belgium and in 1999 both the UK and Denmark. (JW)

Comment on this article