Decathlon Continues Aggressive Expansion in Canada with Upcoming Store Openings Coast-to-Coast [Interview]


Share post:

Global sporting retailer Decathlon is on an aggressive path of expanding the brand in Canada with upcoming store openings expected in Quebec, Calgary, Ontario and British Columbia.

Emily Manuel, Project Manager of Public Relations and Partnerships with Decathlon, said the retailer plans to open a store in Vancouver this year “which is a huge piece of news because we will finally be coast to coast.”

“We’re really excited about that and we have a couple of locations opening in Quebec. First will probably be Marché Central and then the next after that will probably be (CF Fairview) Pointe Claire and we also have an opening coming in Calgary (at CF Market Mall) and then another one in Toronto (Scarborough Town Centre),” she said. “All of these will be this year.”

The Vancouver location has not been confirmed yet.

Future Decathlon at Scarborough Town Centre (Image: Decathlon Canada)

Currently there are 15 stores in Canada.

“First in Vancouver we’ll have a pop-up store and then probably in 2024 we’ll have a full size store. The next store opening will be Marché Central. That will be the next flagship store that we’ll have opening,” said Manuel. 

She said the retailer’s flagship stores are typically between 35,000 square feet to 60,000 square feet. There’s a few concept style stores that are smaller like in Toronto at its Union Station location. 

Manuel said the company does have plans to continue its expansion in Canada. In 2024, a store in Chicoutimi, Quebec is expected to open and the retailer is looking to open about four stores a year.

“Especially with the time in the market there’s definitely an economic shift in terms of how we purchase products and everything along those lines. We’re definitely seeing customers and people being very conscious about how they spend their money and we feel that with our product offering and being able to control everything within the supply chain, it really allows us to adjust our prices to speak to that kind of market and speak to the needs of where we are in the economy right now,” she said.

“We’re definitely seeing customers react positively to the prices we have in store and for our products and the quality is really matching that as well.”

Image: Decathlon Canada
Image: Decathlon Canada

Recently, Decathlon launched its “Play It Smart” campaign in Canada. The campaign aims to reinforce Decathlon’s commitment to offering active lifestyle products that are accessible to all, particularly during these challenging economic times. Decathlon’s new brand messaging highlights how their products are accessible for all while being cost conscious without compromising on quality.

“At Decathlon, our mission is to make sports accessible to as many people as possible, even in difficult economic times,” said Philippe Gariépy, Brand Marketing Manager at Decathlon Canada. “Sport brings so much to the physical and mental well-being, so we believe that it should never have to be sacrificed while the cost of living gets excessively high. That’s why we produce our own products in order to offer quality products at the right price and plan to continue innovating in this sense.”

Decathlon first appeared in Canada in 2018. Brokerage Oberfeld Snowcap is handling lease negotiations in Canada

The ‘Play it Smart’ campaign through traditional (billboards, radio etc.,), digital and in-store media initiatives is aimed to help solidify the retailer’s position in the Canadian market. 

“We just want to show that even in these economic times, it’s important to remain active, put your active lifestyle first, if you will,” said Manuel. “And Decathlon is there to support you in those needs and that journey whether you’re starting or you’re working towards being an expert in your sport or activity. We really just want to show Canadians that we’re there to support them in that journey.”

Decathlon has more than 1,700 stores in more than 60 countries.

Mario Toneguzzi
Mario Toneguzzi
Mario Toneguzzi, based in Calgary, has more than 40 years experience as a daily newspaper writer, columnist, and editor. He worked for 35 years at the Calgary Herald covering sports, crime, politics, health, faith, city and breaking news, and business. He is the Senior News Editor with Retail Insider in addition to working as a freelance writer and consultant in communications and media relations/training.


Please enter your comment!
Please enter your name here

More From The Author



Subscribe to the Newsletter


* indicates required

Related articles

Elevating Canadian Retail: How JLL’s Expertise Reshapes Property Management [Interviews]

Landlords are increasingly turning to JLL for pioneering property management solutions that prioritize both enhanced customer experiences and sustainability.

Gen Z’s Digital Upbringing Meets a Passion for Tangible Retail and Authentic Brands [Interview]

A new report on Gen Z, born between 1997 and 2012, provides insight into consumer behaviours as well as a look into the upcoming Generation Alpha.

Interview with Giant Tiger’s New CEO Gino DiGioacchino on the Future of the Iconic Canadian Retailer [Interview]

DiGioacchino speaks to Retail Insider after being appointed as the new President and CEO of Giant Tiger, and discusses the future of the business and importance of maintaining strong connections with local communities.

Purdys Chocolatier Expands Footprint with Pop-Up Stores [Interview]

The strategy involves providing customers with a taste of Purdys' renowned chocolates in areas where the brand hasn't had a presence before.

Colliers Report Emphasizes the Retail Advantage of Bridging the Digital-Physical Divide [Interview]

A recent report by Colliers Real Estate Management Services reveals that retailers who effectively blend their online and physical store operations are 35% more likely to achieve profitability, with the study emphasizes the importance of omnichannel strategies, convenience, property maintenance, and retailer-driven ESG initiatives.

Preview of ICSC@CANADA Conference 2023: Retail, Technology, and Networking Opportunities in Toronto [Interview]

Craig and Kyle Tomlin, Director of Events in Canada for ICSC, discuss the highly anticipated ICSC@CANADA 2023 conference, set to take place from October 2nd to 4th at the Metro Toronto Convention Centre North Hall in downtown Toronto.

Canadian Grocers Take a Page from Carrefour’s Playbook to Tackle ‘Shrinkflation [Op-Ed]

French supermarket chain Carrefour has labeled products impacted by reduced size, and similar measures may be adopted in Canada to enhance transparency in food pricing, says Sylvain Charlebois.

Jeweller Mejuri Debuts Personalized App and Innovative Membership Program; Plans Expansion with 5 New Stores [Co-Founder Interview]

The popular brand's personalized mobile app and membership program aim to enhance customer engagement and personalization, as Mejuri enters major markets with stores.

Fast-Casual Restaurant Concept MightyBird Opening 1st Location in Toronto in a Partnership [Interviews]

The new concept at Union Station will be the first of many in a partnership between Eat Up Canada and Open Concept Hospitality.

KIT + ACE Launches Store Expansion in Canada Under New Ownership [Interview]

The Vancouver-based retailer will open two locations this fall in Toronto and Calgary, with plans for a substantial expansion into 2024 says CEO David Lui.

Casual Steakhouse Chain MR MIKES Expanding Further in Canada [Interview]

With plans for continued expansion into Western Canada and Ontario, the restaurant chain is evolving its concept and targeting smaller markets to establish itself as a hub for local communities.

Canadian Retail Sales: A Slight Recovery Amidst Economic Challenges [J.C. Williams Group Analysis]

The analysis explores the noteworthy trends in the health and wellness sector, the resilience of certain retail categories, and the impending holiday season's strategic considerations for retailers.