Decathlon forays into India through cash-&-carry route

Having been unable to enter the retail space — as it functions in other countries — due to regulatory hurdles, it has entered through cash & carry route. However, it is confident of achieving its targets in the country and also has expansion plans.

With a fully functional motto — making sports more accessable and enjoyable — the firm has seen success with around 500 stores across six continents including Asia (China among other economies). Aiming to be one-stop shop for all sports enthusiasts, it has sports goods ranging between hockey, lacrosse, football, rugby, basket ball, badminton, squash, tennis, table tennis, paddle and many outdoor games, available under one roof. It also offers fitness, gymnastics, dance and combat sports equipments, as also walking, trekking, mountaineering, skiing and snowboarding among others.

Spotting huge potential for sports goods in India, the firm has set base in Bangalore, with its first store already functioning at Sarjapur. The company has created special cricket range for India, having recognised the passion for the sport across the country.

In-house brands

Further, marking a trend in cash & carry business, the company boasts of over 4,500 in-house products (designed and manufactured by the firm) in the Sarjapur road store, similar to its retail stores in other countries. Passion Brands as they call it, Decathlon has different brands for over 65 sports like, Qucheu (trecking/hiking/adventure), Kalenji (running/bi-cycles etc), Triboard (swimming/surfing etc), Geologic (Archery), Kibstar (all ball games like football/basketball), Artengo (Racquet sports) and Domyos (fitness) to name some.

Its Kibstar brand has designed a special cricket range specially for India and the entire kit comes in a price range of Rs 1,650.

Safe & affordable

That is another feature that the company can boast of: safe equipments at affordable price range. For example, their mountain bikes come in the range of Rs 4,000-24,000, and easy pitching tents come in the range of Rs 2,000-8,000, with high-end tents being equipped with double air-couches and dining table. Sources from Jungle Lodges — who have already purchased goods worth lakhs from the firm — said the company offers exclusivity, safety, quality and an attractive price.

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