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Decathlon to increase local sourcing, expand stores in India

Wednesday, 13 Mar 2024
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French sports retailer Decathlon, as part of its growth plans, will add 10 new stores every year in India, and also increase local sourcing to over 90 percent in the next five years from the current average of 60 percent.

This move would help Decathlon become more competitive in the sports and athleisure segment, and increase exports to global markets from its manufacturing facility in India. The company expects the country to be among its top five global markets within the next five years, fuelled by this strategy.

Apart from large format stores, Decathlon is also working on small stores in big cities. These new stores could be smaller stores between 1,000 to 2,000 sq. mtrs. or could also be large experience stores spread across 4,000 sq. mtrs. along with other amenities. It is considering multiple cities to expand its store network.

Decathlon, which competes with leading athleisure brands such as Nike, Adidas in India currently operates around 100 stores across formats, even as it augments its digital positioning.

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