Business Intelligence on Retailing, Franchising, and Consumerism in China

Decathlon Opens Fifth Store In Beijing

The European sports supplies retailer Decathlon has announced the opening of its fifth store in Beijing, located in the Gongyixi Department Store, Fengtai district.

The retailer, which opened a new store in Dalian in Liaoning province in January 2010, said it plans to open ten new outlets in China in 2010, bringing the total number of its stores in the country to 30.

With an area of about 4,700 square meters, the newly opened Decathlon store will offer over one thousand products of its 16 brands to local consumers. These products can meet the various demands of both beginners and professional athletes, and some products — including those for horse riding, fishing, and diving — are rare in the Chinese market.

Hans Iff, Decathlon's regional director for the northern area of China, said that Decathlon entered the Beijing market in 2006 and has maintained a steady development with its unique operating model and quality products. He added that with its continuous expansion in this marketplace, Decathlon will further optimize its product range and provide Beijing's consumers with better products and services at preferential prices.

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