After five years without expansion, Decathlon is opening a new store in Belgium. This time, the sports retailer has opted not for a megastore on the outskirts of the city, but for a compact city store in the heart of Brussels: the former Casa premises on Avenue Louise.
Compact, but complete range
The new store, Decathlon CITY Porte de Namur, will open on December 13 on the low-traffic Avenue Louise, barely two kilometers from the existing store on De Brouckère. “With our CITY concept, Decathlon comes to the customer instead of expecting the customer to come to the store,” says Jean François Seillery, store leader of the new branch. The store concept has been developed for busy city centers and targets residents and employees who exercise, commute, and actively move around the city.
