Decathlon will open its first “Decathlon Mountain” store in Switzerland on Dec. 1 in the town center of Zermatt. The 350-square-meter store will offer the entire Decathlon product range. Other locations in the country are planned, the company said in a press release: About 15 stores in family holiday destinations and internationally known resorts. “The mountains have been a blank page for us so far,” said Adrien Lagache, expansion manager at Decathlon Switzerland. “Whether digital or physical, there are still many customers in the mountain regions that we want to satisfy. For us, it’s important to be closer to the places where the Swiss people practice their sports so we can get to know their needs even better.”

The rental business, a core part of the Zermatt store, will allow Decathlon to serve one of the largest ski and bike rental markets. “The Zermatt store will also be our pilot store, helping us develop a franchise concept for the mountains,” Lagache said. Arno Thimpont, manager of the store in Zermatt, said that customers would also benefit from click-and-collect, meaning they can order from the entire range online and then pick up the goods in the store within a very short time.

Decathlon opened its first store in Switzerland in 2017 in Marin-Epagnier. In 2018, the group acquired the Athleticum chain, previously owned by Maus Frères. Today, Decathlon is present in Switzerland with 24 own stores and in third-party stores.