Decathlon to expand to Luxembourg

Early next year, French sporting goods retailer Decathlon will open its first store in Luxembourg. The chosen location is the capital’s prestigious shopping centre Royal-Hamilius. It will be a tiny, premium city centre store that focuses on service.

Relatively tiny

The new store will occupy a relatively tiny surface: with just 630 sqm (spread over two floors), the boutique will be 2,5 times smaller than the city centre stores in Belgian cities like Brussels and Mechelen, which in turn are small compared to the company’s trademark big boxes in the suburbs. The atmosphere in the store will be more premium, featuring service and experience: customers will be able to access bike reparation services, yoga lessons and crossfit lessons.

The store will also be a pick-up point for online orders, and – of course – just a store where customers can order and buy sporting goods. The French chain is also considering a bicycle courier express service, that would deliver orders to addresses in Luxembourg City within two hours.