🛍️ Decathlon returns to Buenos Aires
Decathlon is making a comeback in Argentina after leaving the market nearly 20 years ago. The French sports retail giant plans to open its first store in Buenos Aires in 2025. It is in talks with major shopping centers in the city to finalize the location. Partnering with Grupo One, which manages Decathlon operations in Uruguay and Paraguay, the company plans to open 20–30 stores across Argentina. This marks a significant expansion into a market it previously exited.
🌍 Global growth and strategic moves
Decathlon’s return to Argentina aligns with its global expansion strategy. Recently, the company partnered with Myntra in India to boost its online presence and access the northeast region. As of 2023, Decathlon operated 1,749 stores across 78 countries, generating €15.6B ($17.1B) in revenue, a 1.3% increase from 2022. Its net profit also rose by 0.8% to €931M ($1.02B). These figures highlight its steady growth despite challenging global markets.
🤝 Grupo One partnership fuels expansion
Decathlon’s partnership with Grupo One is pivotal for its Argentine expansion. Grupo One already operates Decathlon in Uruguay and Paraguay, where it recently opened stores. This collaboration ensures local expertise and a streamlined entry into the competitive Buenos Aires retail market. Grupo One’s experience is expected to help Decathlon quickly scale its operations and meet local demand.
📈 Aiming for long-term success
The move to Argentina is part of Decathlon’s broader effort to strengthen its presence in Latin America. With a strategy targeting urban areas and shopping centers, the company is positioning itself to tap into a growing middle class and a rising interest in sports. If successful, Decathlon’s Argentina expansion could pave the way for further growth in South America, a region ripe with potential for retail and sports equipment.
Will Decathlon’s return to Argentina succeed this time?
