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Decathlon
Opens First Dutch Outlet in Amsterdam
AMSTERDAM,
Netherlands (23 August) -- The 7,000-square-meter store can boast
of being the largest sporting goods shop in the Netherlands. Many
doubt that Decathlon will be able to play a significant role in
Holland's very brand-oriented bicycle market where specialized
bike dealers make up more than 85% of the sales. "We don't see
ourselves as competition for the large A-brands here. We are
simply broadening the market, both in terms of brands as well as
sales channels," says Georges Hanot, general director of Decathlon
Benelux. Holland is Decathlon's most recent expansion abroad. In
1986 the French retailer first stepped foot on German soil, and in
1992 opened up shop in Spain, in 1993 Italy, in 1997 Belgium and
in 1999 both the UK and Denmark.
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