Decathlon Expanding with Downtown Pilot Store

VILLENEUF D'ASQ, France (February 12) - Decathlon, the successful French sports supermarket chain, plans to open (only) two new stores in France this year, plus 8-9 abroad. Most interesting part of the new plans is a pilot for a new 'downtown-store' format, meaning a smaller store, a still comprehensive but less extensive assortment, higher level of personal sales assistance and a better placement of the store in an (existing) funshopping area. Decathlon did not yet divulge the city where the new store concept will be tried out. Nevertheless, the moves of Decathlon may be considered a move in the direction of what the 2002 customer wants. With regard to expansion plans of Decathlon in countries other than France; Decathlon in Germany is moving north: after nine shops in the southern half of Germany, Decathlon plans a new outlet to be opened in Bremerhaven next June plus another four this year, all in the northern half of Germany. No locations in the new federation countries (Neue Bundesländer) have been mentioned. In the organization, José Fonseca, the man who successfully introduced Decathlon in Spain, Portugal, Brazil and Argentina, has been appointed director for Europe (excluding France) plus South America. Michel d'Humières is the new director for Spain and Portugal, and Gilles Verrier has been appointed director of international human resources. (OB)