The French group Decathlon finally wants to gain a serious foothold in Germany's highly competitive bicycle market. After achieving a market share in Germany that was in the single-digit percentage range, in stark contrast to its home market of France, Decathlon is planning to establish a network of around 150 stores by the end of 2027—many of which will have a strong focus on bicycles, e-bikes, and related services, as reported by Chip.de.In addition to traditional outlets, the company is also testing new, smaller formats in city centers and collaborations with department stores in order to reach more customers locally. Consulting, workshop services, and community experiences are to become part of the offering. In doing so, Decathlon is directly targeting traditional sports retailers and aims to position itself as a full-range provider for all things cycling. Whether the fundamental change in strategy will lead to market success remains to be seen – but one thing is clear: bicycles and mobility services are at the heart of Decathlon's future plans in Germany. With Rockrider and Van Rysel, Decathlon stores now stock mountain bikes and road bikes that are not only competitive in terms of price. These bikes are also used to equip professional teams in road cycling and the Mountain Bike World Cup. 

decathlon.de