1️⃣ The Big Shift
Decathlon, the French sporting goods giant, has decided to shut down its remaining physical stores in San Francisco and Emeryville. Christian Ollier, CEO of Decathlon USA, states, "We are adapting our business model to better meet consumer expectations by focusing on online sales." This move reflects the company's response to the evolving retail landscape intensified by the pandemic's impact.
2️⃣ Record Sales and Strategic Adaptation
"Our products have been well-received in the American market, showing record sales growth in recent years," comments Ollier. The shift to e-commerce is seen as a strategic adaptation to sustain this growth amid changing market conditions. Decathlon plans to enhance its online store and increase partnerships with American retail networks like Walmart and Target.
3️⃣ A Brief History in the US
Decathlon entered the San Francisco market in 2017 with ambitious expansion plans. However, the American sports retail market has faced several challenges recently, with numerous well-known brands disappearing from the scene. Decathlon's pivot to e-commerce is a part of adapting to these broader industry challenges.
What do you think about Decathlon's strategy?
