Why Decathlon City is targeting urban customers

With an emergency bicycle repair service, a fast click & collect service, and a focus on six urban sports, Decathlon City wants to get Brussels residents and commuters moving. Soon, this may also be possible in other cities.

Responding to convenience

Decathlon City opened on Thursday morning on Elsensesteenweg in Brussels, in a building that previously housed Casa . It is the first store opening for Decathlon Belgium in five years and the first City store in the country. At 700 m², it is not a mini-store, but it is considerably smaller than the largest Decathlon in the country—in Evere—which covers 9,300 m². On the other hand, it is not much smaller than the 1,000 m² store on Muntplein, less than three kilometers away, which covers a range of thirty sports disciplines. Both stores are therefore complementary.