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French retail giant opens first full major store in US

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French retail giant, Decathlon, has opened its first major store in the US in Emeryville, California.

Sporting goods retailer Decathlon, owner of the Caperlan fishing tackle brand, has opened its first full US store. The company, which has more than 1,500 locations across Europe, Asia and Australia, test launched a smaller ‘lab store’ in San Francisco last year.

But the new 47,000 square feet premises opened in Emeryville, California, last week is the first to offer the French brand’s full retail experience. And, depending on response to the new outlet, the move could lead to the group expanding its presence in bricks and mortar retail in the US.

“We strategically chose to open a smaller scale store before expanding to this larger retail centre in order to better understand the needs of local sports enthusiasts and develop our inter-connected retail and online experience,” said Michel d’Humières, CEO of Decathlon USA.

“We had an enthusiastic response and have decided it’s time to introduce the US to our first full-service Decathlon store environment.”

The Emeryville store also includes mobile check-out stations which mean that, rather than queue at payment desks, customers have the option to make purchases through iPhones operated by store associates.

Although it currently has only the two stores in the US, Decathlon does offer online sales and nationwide shipping across the country.


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