Inside Decathlon, the new sports retailer in Australia that’s ‘like Aldi, Ikea, Amazon and Bunnings’

James Willoughby | SmartCompany


It’s the sportswear giant compared to Aldi, Ikea, Amazon and Bunnings.

And the brains behind Decathlon’s Australian operation has urged sports fans to visit the brand’s first store Down Under for a “really different experience” he is sure they will love.

The French company — the world’s biggest sporting goods retailer with over 1100 stores in more than 30 nations — launched an online presence in Australia last year and have this week opened the doors to its first store in the country, in Tempe, Sydney.

Decathlon, seen as a major competitor to Rebel Sport, hopes its three key points of difference will resonate with Aussie consumers, who spend more than $4 billion a year on sporting equipment.

Central to Decathlon’s strategy is price and the company’s Australian chief executive Olivier Robinet said it will make “sport more accessible” to millions of Australians.

“We know that things are expensive these days – life is expensive,” Robinet told The New Daily.

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Source: Inside Decathlon, the new sports retailer in Australia that’s ‘like Aldi, Ikea, Amazon and Bunnings’