Decathlon Italy opens up to franchising with the aim of increasing the brand’s presence and reaching new urban areas and tourist destinations by the sea and in the mountains. This project complements the existing network of direct sales outlets, creating a hybrid model.
In reality, this strategy is not new for the French giant. Decathlon has been using franchising for about twenty years in various international markets, especially in countries where developing a direct network is complex. The absolute novelty is the introduction of this method in European markets where Decathlon already has a consolidated presence, such as Italy. 
Direct sales outlets and franchise: a hybrid model
According to the company, the distance from the sales outlet is currently one of the main reasons given by those who do not purchase from Decathlon. Franchising aims to shorten this distance through a network of local entrepreneurs, connecting the brand’s know-how and offerings with those who know and work directly in the territories.
“Italy is a country made up of very different territories, in terms of size, characteristics, and sporting cultures,” said Massimo Trabattoni, Country Franchising Leader of Decathlon Italy, in a press release. “Franchising offers us the opportunity to better interpret this diversity, adapting our presence to local specificities and creating new opportunities to make sports more accessible in people’s daily lives”.
Identified 91 potential locations throughout Italy
To develop the new network, which will take place over the next four years, Decathlon has already identified 91 potential locations spread across all Italian regions. Two formats have been envisioned for the new franchised sales outlets: Essential and Seasonal.
Essential, with an area of about a thousand square meters, will be mainly aimed at urban areas with populations of around 100-120 thousand inhabitants reachable within 20 minutes. The assortment can be generalist or focused on the most practiced sports in that particular territory. Seasonal, with an area ranging from 200 to 500 square meters, will instead be aimed at tourist destinations by the sea and in the mountains characterized by strong seasonality and specific sporting vocation. Assortments and services will be calibrated based on the characteristics of the location and the local outdoor offerings.
Partners must have in-depth knowledge of the territory
For this project, Decathlon is looking for entrepreneurs who, in addition to financial stability and the ability to develop multiple sales outlets, have a deep knowledge of the territory and the world of sports. It is not simply about identifying store managers, but partners capable of bridging the gap with the local sports community.
The product range will reflect this balance between Decathlon’s identity and local specificities: at least 70% of the assortment will consist of Decathlon brand products, up to 20% may include international brands already present in the Group’s catalog, while the remaining 10% may be selected by the franchisee based on the specific needs of the territory, but in line with Decathlon’s defined criteria.
Franchised sales outlets will adopt the same visual identity codes, layout, tools, and service standards as the direct network, and will be able to offer customers Decathlon’s ecosystem services, such as workshops, rentals, memberships, gift cards, and online order pickup. Rental will play a particularly important role in Seasonal formats, as users will be able to reserve equipment online before departure and pick it up at the tourist location store.
