What: Decathlon strengthens its local strategy by launching a new City store in Paris, focusing on proximity, hybrid retail, and specialized urban sports offerings.

Why it is important: The move highlights how proximity and convenience are driving urban retail strategies, aligning with trends of smaller, experience-focused stores.

Decathlon’s latest City store opening in Paris marks a strategic evolution in urban retail, as the brand intensifies its focus on proximity and convenience for city dwellers. By integrating its compact format within a Boulanger store on Rue de Rennes, Decathlon not only leverages cross-sector synergy but also responds to the growing demand for accessible, specialized sports equipment in dense urban environments. The City format, under 1,000 square metres, is tailored to mobility, running, fitness, and yoga, reflecting a broader shift in consumer habits toward health and active lifestyles. This approach is reinforced by recent consumer data showing increased interest in gym attendance and fitness activities, particularly among millennials. The hybrid concept aims to create a neighborhood hub, blending sporting passion with personalized service, and is supported by a team of twenty Decathlon staff. With 39 stores in Ile-de-France and 1,817 globally, Decathlon’s 5.2 percent turnover growth in 2024 underscores the effectiveness of its localized, experience-driven strategy in a competitive retail landscape.

IADS Notes:

Decathlon’s Paris City store launch reflects a wider industry trend toward compact, digitally integrated formats and cross-sector partnerships, as seen with Uniqlo’s small-format touchpoint in Singapore (June 2025) and Magasin du Nord’s local units (October 2024). The hybrid approach mirrors 10 Corso Como’s collaborations with established retailers in late 2024, while CBRE’s June 2024 analysis and IKEA’s May 2025 Oxford Street investment confirm the growing importance of proximity and urban accessibility. Decathlon’s pivot toward lifestyle and specialized formats, highlighted in November 2024 and May 2025, further aligns with the sector’s move toward experiential, convenience-focused retail.

Decathlon bets on compact stores