Decathlon opens first full service US store in San Francisco

[Dewey]

Announcement of the opening of Decathlon's first full service US store in Emeryville, CA. While Decathlon's current San Francisco location does not show ebikes on its website that is a much smaller 'lab' store vs the new 'superstore' which is 6 times larger, this article mentions this is the second time Decathlon have tried to enter the US market but now they see the gap in the market left by the closure of Performance, Sports Authority, Sports Chalet, and Toys-R-Us. Decathlon are Europe's largest bicycle retailer with European sales >4million annually so their arrival in the US market is significant. Potentially this European sporting goods chain could decide to bring in their ebike lines, for example the French brand B'Twin and German brand Riverside. Decathlon are moving production from China to Europe with frames made in Portugal, Romania, and Poland.

Example Decathlon European market ebikes:
B'Twin Elops 920 E Step Over
Riverside City Nexus 8 RT

 

[Dewey]

One thing they're doing right though is to introduce standard systems like the ones Bosh and Brose sell. The classic mistake a lot of these EU Sport outlets made in the past was to buy large quantities of e-bikes from no-name brands which subsequently went out of business. The outlets then found themselves stranded with a lot of disgruntled customers who needed parts that were no longer available.

Yes, but also selling low quality ebikes from name brands that inevitably break and dampen consumer confidence, for example the widespread customer dissatisfaction with the Carrera budget line of ebikes, with a motor by Suntour and Battery from Phylion, sold in the UK by Auto DIY store chain (and the UK's largest bicycle retailer) Halfords.

 

[Chris Nolte]

I just wanted to clarify that the Decathalon annual turnover is 13B USD. They are actually the largest sportings goods retailer in the world.

 

[Dewey]

Finally Decathlon USA have begun to dip their toes into selling e-bikes, the first model listed on their website is the Aventon Pace 500. Hopefully the first of many!

 

[Dewey]

BRAIN report Decathlon has closed its two US stores but will continue to sell online and via retail partners including Walmart and Target.

 

[Stefan Mikes]

Sad to hear it.
Decathlon is very strong in Europe. I hear some of their own brand e-bikes are rideable but the chain is important to me for general cycling ware. If I need just an inner tube, pump, a chain, or clothing, I often ride to one of the nearest Decathlon stores, both located conveniently within my riding distance (17 or 18 km one way).

 

[Dewey]

Sad to hear it.
Decathlon is very strong in Europe. I hear some of their own brand e-bikes are rideable but the chain is important to me for general cycling ware. If I need just an inner tube, pump, a chain, or clothing, I often ride to one of the nearest Decathlon stores, both located conveniently within my riding distance (17 or 18 km one way).

Decathlon maintain a distribution warehouse in the US, free shipping over $35 and free returns are helpful for consumables such as tubes, tires, etc. though there are weight thresh-holds after which shipping charges apply. I wonder what the announcement about working with retail partners means, its unclear how many of the 10,000 products Decathlon sell on their US website are available to buy through those stores. For Aventon ebikes bought through their US website Decathlon offer free shipping to customers, but not assembly. Aventon charge a hefty 50% restocking fee for used returns but Decathlon will not accept used returns so unless there's a sale and you're sure of the bike size/fit I wonder if for most customers it will make more sense to buy from a local Aventon dealer.

 

[Dewey]

BRAIN report Decathlon will now offer in the US some of its bikes through independent bicycle dealers. At this year's Sea Otter show Decathlon displayed Van Rysel and Riverside brand road and gravel bikes and Rockrider mountain bikes, their USA website has only ever shown Aventon e-bikes so this may not mean wider distribution of their EU market e-bike models.

 

[Stefan Mikes]

Now, we call the brand "the evil Decathlon" as it still keeps its Russian operation despite sanctions imposed on Russia by so many countries.
Me and friends have boycotted Decathlon since.