SAN FRANCISCO (BRAIN) — Decathlon, which claims to be the world’s largest sporting goods retailer, plans to open a 47,000-square-foot store in Emeryville, California, in the spring. The planned location is in a former ToysRUs store and will join Decathlon’s “lab store” in San Francisco, which it opened in April.
Decathlon specializes in developing its own house brands, including the B’Twin road bike line and RockRider mountain bike line. This is the second go at the U.S. market by the privately held France-based chain. Decathlon entered the U.S. market for the first time in 1999 when it bought the assets of MVP Sports Stores, a New England sporting goods chain with 20 locations. It rebranded the locations as Decathlon but shut down all but four of the stores in 2003 and shuttered the remaining stores, which were all in Massachusetts, in 2006.
When Decathlon opened its San Francisco store in the spring, it also soft-launched a U.S. e-commerce site, which initially served only California residents. On Aug. 1, Decathlon opened the site to all …read more