NAIROBI, Kenya, Dec 18 – French sports retailer Decathlon plans to plans to enter the Kenyan market in coming months as part of its continental expansion plans.
Coming after recent store openings in Ghana and South Africa earlier this year, Decathlon has confirmed that plans are underway to establish its first East Africa store at The Hub Karen next year.
Established in 1976, in France, Decathlon currently operates in more than 35 countries globally with turnovers in excess of 10 billion euro.
Last year, with more than 300 stores in its home market of France, Decathlon generated turnovers in excess of Euro 3.3 billion with its international business generating more than Euro 6.7billion from its operations in Brazil, Mexico, China, Russia, India and Europe among other regions.
According to Decathlon Nairobi Project Leader, Valéry Guers, the firm has completed lease negotiations with The Hub Karen management and is now set to embark on the 1,500 square metres store fit out.
Once concluded, Decathlon, popularly known in the local scene for its Kalenji brand, said will be setting out to develop a Sports Goods Mega Store appropriately stocked with a choice of 36,000 store keeping units (SKUs) and equipment covering over 70 sports.
“With the support of the team at The Hub Karen, we are finalizing on our market entry plans for Kenya which remains a key part of our Africa expansion plans,” Guers said, adding that, “Kenya presents a unique market opportunity for us at Decathlon given its global renowned athletic prowess and general formal retail advancements. This fits in very well with our corporate mission to innovate and to remain the main playing partner of all sportsmen.”
“The vision is to make sports available to every individual by creating an environment that makes sport easily accessible to many,” said Guers.
Besides the sales of leading sports brand names, Decathlon is also a key private brands developer and currently markets more than 20 Decathlon Brands, each dedicated to a specific sport.