The French retailer has installed just a few kilometers west of the centre of Sydney, in an area reminiscent of the factory outlet centers in the Hexagon emerge, on the pediment of a huge warehouse, a big sign of “Decathlon”.
This large area of nearly 4,000m2 opened in Auburn in late November 2018. This is the fourth store in Australia, and less than a year after the opening of the first, also in Sydney. Meanwhile, two other stores of the same size have opened in Melbourne. “Decathlon has never opened so many stores so quickly in a country where it was not present,” says the CEO of the local subsidiary, Olivier Robinet, who, twenty years earlier, launched the brand in Italy.
The first activity figures look rather promising, with an average of 60,000 items sold each month and more than 100,000 registered “members” for Tempe’s only store. Because this is one of the peculiarities of the brand in Australia: to shop there, you have to be a member, on the model of the American giant of the warehouse club, Costco. Except here, registration is free. “It’s a way to retain our customers and regularly question them on a multitude of topics: they have, for example, decided our opening hours,” says the leader. Stores are open seven days a week from 7 am to 11 pm.