The French sporting goods chain is exploring the Argentine market and this year it could open its first store in Buenos Aires.
Decathlonone of the most important sports retail chains in the world, is in advanced talks for its possible entry into the Argentine market. As it turned out, The firm would be negotiating with real estate developers and shopping centers in Buenos Aires to define the location of a first store.
This potential landing It would be carried out by Grupo One, a company that includes Manuel Antelo, an Argentine businessman based in Uruguay, along with Sabine Mulliez and Pedro Aguirre Saravia, who also have close ties with the Mulliez family, owner of Decathlon and other brands such as Leroy. Merlin and Auchan.
Business model
Decathlon, founded in 1976 in Lille, France, has more than 1,700 stores in 78 countries. Its business model is based on offering quality sporting goods at competitive prices.covering more than 65 sports disciplines with its own brands such as Quechua, Kipsta and Domyos.
In South America, the firm already has a presence in markets such as Chile, Brazil and Uruguay. In the latter, Decathlon began operations in 2021 with a store in Montevideo, led by Antelo himself. The success of this experience could be a relevant precedent for replicating the model in Argentina.
If negotiations go through, Decathlon may not be limited to just one store in Buenos Aires. According to reports, the expansion plan would include opening between 20 and 30 points of sale in different cities in the country, combining locations in shopping centers with independent stores.
In addition, Grupo One is also studying the possibility of introducing other brands under the control of the Mulliez family, such as Kiabi, specialized in casual clothing, and Naterial, focused on outdoor furniture and accessories.
At this time, the project still depends on key factors such as closing commercial agreements and evaluating the local economic environment. However, expectations are high among players in the sector and consumers, who see in Decathlon an opportunity to access innovative sports products at competitive prices.
Source: Ambito
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