[In the picture] This is Decathlon’s new store concept

Decathlon is going to redesign all its shops over the next few years. RetailDetail visited the first remodelled store, in Paris, and discovered what the new stores will look like.

“Immersive” experience

Decathlon’s major rebranding operation will impact the retailer’s physical shop network. Its more than 1700 shops worldwide will be converted to a new concept over the next few years, which goes far beyond just an adjustment of the brand image and the somewhat brighter blue colour in the corporate identity. Decathlon says it wants to provide shoppers with an “immersive experience” in its shops.

To discover the extent of the new concept, RetailDetail visited the 3,500 sqm Decathlon Rive Gauche branch in Paris, the very first to feature the new concept. By the end of 2025, the conversion here should be fully completed.

Bikes and services

At the entrance, visitors first see the bicycle repair workshop. There is a mechanic at work, while customers can perform some small repairs (inflating the tyres, for example) themselves. It is no coincidence that bikes are the most important department for this shop, as Paris is making great efforts to become a true cycling city.

That workshop at the entrance immediately sets the tone: Decathlon is also giving more space to services elsewhere, with second-hand, rental, a counter for picking up orders and lockers that remain accessible 24/7.

Intuitive navigation

The retailer opts for a circular shopping route, with visitors seeing items from the same sport in every aisle in every department to the left and right, immersing the shoppers in each sport. This should make it easier for shoppers to intuitively navigate the wide range, search more efficiently and compare products more easily.

Showcases demonstrate how the products can be used and combined. These displays also act as resting points in the shop. An interesting innovation are the Discovery Stations: pillars on which you can place products, after which the screen above them displays all the specifications. If you place a second product on the column next to it, you can compare the items.

Smaller stores

This first shop is a “big box store”, typical for the chain. However, Decathlon is also testing some other, smaller concepts: “We need to adapt our retail strategy to the consumer”, Chief Retail Officer Steve Dykes explained. “We are not reaching some customers, who expect more convenience or a digital experience. That is why we are testing smaller city concepts and ‘connected stores’, for example, because the customer journey often starts at home.”

In Asia, Decathlon is successful with smaller franchise shops. The retailer is also considering flagship stores for its bigger brands (such as cycling brand Van Rysel). On top of the physical stores, the webshop is also undergoing an important transformation. The new digital shopping experience is already live in the United Kingdom, and will gradually be implemented in other countries as well.