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Decathlon launches stores in Thailand

30
Oct '15

French sports goods and apparel maker Decathlon opened its first store in Thailand in Bangkok on October 22. The company plans to launch four more stores in the Thai capital by the end of November, it said in a press release

People in Thailand who are particularly passionate about football, water sports, trekking, running, road biking and golf, will now have access to a wide range of technically sophisticated products available in Decathlon stores designed to help them enjoy these sports. Operational in Thailand for around 20 years with its production activities, the company has now swung its distribution arm into action.

“We're opening five stores in Bangkok, whose surface areas range from 1,700 sq m to 2,700 sq m. They're nicely spread out across the capital, including one right in the centre,” said Decathlon Thailand boss Frédéric Bichet. These stores will be exclusive retailers of Decathlon's Passion brands.

A total of 120 new team members will be joining the latest stores to serve Decathlon customers. The new members were recruited locally at sports events, at sales and retail workshops and at interviews with directors appointed to run the new stores.

Just like the business itself, these teams have a strong international flavour. Decathlon's new employees have come from Belgium, China, Romania and even Russia, looking to be part of the company's next growth phase.

“It's a great asset being able to benefit from all of these viewpoints and experiences brought to us by such international profiles,” insists Bichet, “and it's also important for the countries where these employees hail from. It's proof that it is possible to successfully run this type of international project at Decathlon.” (SH)

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