Decathlon Takes-Over Swiss Sports Store Chain Athleticum
LILLE, France – French Decathlon has acquired Swiss sports store chain Athleticum from Maus Frères for an undisclosed amount. So far, Decathlon had only two stores and a webshop in Switzerland but now the store count jumped to 23 locations.
Athleticum is Switzerland’s third largest sports chain behind Ochsner Sport and Migros SportXX, but is only half as big in turnover as those two bigger rivals, reported the former owner.
Part of Decathlon’s growth strategy
The existing Athleticum locations will be gradually be transformed into Decathlon stores by autumn 2019. By then the name Athleticum will be of the market. “The acquisition was a two-year process, even featuring a Decathlon test shop inside the Athleticum store near Genève,” explains Decathlon Switzerland MD Christiald Ollier. “We expect to repeat the success of the pilot on the other locations. Next to the 22 stores obtained from Athleticum, we aim to open another thirty stores in Switzerland and double the number of employees in the next years.”
In 2017 Decathlon reported a total turnover of €11 billion, a 4 percent like-for-like increase compared with 2016. Including the new stores, the turn-over increased by 10.8 percent. Last year the sport retail giant expanded into 10 new countries: Colombia, Ghana, the Philippines, South Africa, Switzerland, Israel, Tunisia, Indonesia, Australia and the United States.