Decathlon takes over Athleticum
There had long been speculation about a merger between Athleticum and its French competitor Decathlon, but now it has been officially announced. Decathlon is taking a majority stake in the sporting goods retailer, which is part of Maus Frères.
The Athleticum stores will be gradually remodeled and reopened under the Decathlon name by fall 2019, Decathlon says.
The large sporting goods retailer from France came to Switzerland just over a year ago. The first store opened in Marin-Centre (NE) in August 2017, with a location in Meyrin (GE) added in April 2018. More outlets are scheduled to open by the end of 2018 and in the course of 2019.
The Athleticum stores in Collombey (VS), Conthey (VS) and Sant' Antonino (TI) had already been closed. They will be remodeled and open in the fall under the Decathlon name. The stores in Yverdon (VD), Basel (BS) and Bussigny (VD) will follow, according to a statement.
"I believe that it is possible to generate value by building on what already exists. The partnership with Athleticum provides us with an excellent opportunity to put this into practice directly as we enter the Swiss market," says Christian Ollier, CEO of Decathlon Switzerland.
Jean-Bernard Rondeau, Secretary General of Maus Frères, says they are delighted with the partnership with Decathlon: "It gives us the necessary impetus to continue what the Athleticum brand has built up in Switzerland since 1995. As a brand that has proven itself all over the world, Decathlon will have the best understanding of local needs to develop successfully in the Swiss market."
Decathlon sells more than 35,000 different sporting goods in over 1,000 stores in 28 countries worldwide. With over ten billion euros in sales and more than 75,000 employees, the company is considered one of the largest sporting goods manufacturers and distributors in the world.
