The Decathlon online-store starting and the production expansion in Ukraine: top-management Decathlon talked about plans for development

What will be presented in the French brand Decathlon first store in Ukraine, when you can wait for the retailer’s next outlets, why does the company enter the Ukrainian market right now and other development plans in our country.

The Decathlon Ukrainian department General Director Florent Guieu, the Commercial Director Rosario Cozzolino and the Production Director in Ukraine Jerome Bianchi told about the first store format, assortment and further development plans at the first meeting with the Ukrainian journalists.

The Decathlon Group sports goods world’s largest manufacturer will open its first store in Ukraine in Retail Park Petrovka in the 2019 spring.  The online-store will also start working simultaneously with the offline-outlet launching.

“Ukraine is a very interesting market for us, because it is the largest country in Europe. In addition, your country nature allows you to practice all sports kinds all year round: you have mountains, sea, rivers and plains. We plan to provide buyers with the opportunity to buy goods for all sports and training any level: from beginners to professionals”, — Decathlon Ukraine CEO Florent Guieu said.

26 own brands’ goods for 70 sports’ kinds will be presented in the store with ​​2500 sq. square. The outlet will be equipped with showrooms and goods’ testing zones. The first Decathlon staff will consist of 50 people. The company will hold various stocks and events to attract buyers, as Fabian clarifies. “But we will not attract celebrities or famous athletes, since the brand’s philosophy is: to offer consumers goods at the highest possible price. If we are sponsoring, spending a lot on marketing, then prices will rise”, — the top-manager added.

“We will sell not only individual items, but the equipment whole set for specific sports. For example, if you take a mountain-bike, then the sportsman will be able to buy everything from a bicycle and spare parts to a backpack, protection and gloves”, — Decathlon Commercial Director Rosario Cozzolino said.

The retailer produces independently the good’s overwhelming majority. Own Decathlon production in Ukraine exists since 2012: it is shoes, gloves, hockey sticks, cross-country skis and much more.

“So we have been present for more than five years in Ukraine. This is our strategy: always the production process and the goods’ quality control”, — Decathlon Ukraine Production Director Jerome Bianchi said. The goods produced in Ukraine are exported all over the world, where Decathlon stores operate, according to him.

“Ukraine is a very attractive country for us in production terms, grocery stores Auchan — Jerome explained. — There are many educated and qualified employees, there is a developed industrial base, and it is easy to find partners for the almost any goods’ production. We do not forget about the successful geographical location: it is easy to deliver goods from Ukraine to anywhere in Europe, while shipping from Asia will take several weeks”.

The company had no problems with entering the Ukrainian market, according to Florent. “The entry is now connected with the group’s strategy adjustment: we decided to activate development and enter new markets. Just two years we have grown from 20 to 46 countries”, — the Decathlon Ukrainian division General Director said. In the next 12 months the company retail outlets will also appear in Japan, Greece, Croatia, Kazakhstan and some other countries, in addition to the store in Ukraine.

The company does not intend to open while the following stores in Ukraine. The decision on further development will be made after studying the first point work results. The optimal square for Decathlon stores is 3000-4000 sq., according to top-managers.

Reference. Decathlon Group is the French company Association Familiale Mulliez sports division, which also includes a grocery stores’ Auchan multi-format chain, construction hypermarkets Leroy Merlin and construction and development company CEETRUS. At the moment, the Decathlon brand has more than 1,420 stores in 46 countries.

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