French sporting goods retailer Decathlon has opened its 100th store in Germany - a 3,000m² site in Nuremberg.  

The store is situated in the basement of the Wöhrl fashion retailer’s headquarters on Ludwigsplatz and has created 35 jobs. 

It includes an expanded expert area for runners and provides access to 36,000 own-brand products and more than 250,000 marketplace items via digital terminals. 

Decathlon, which employs more than 6,000 people in Germany, plans 18 new openings in 2025 and 25 in 2026. It will expand its network to 150 locations by the end of 2027. 

It will also invest up to €10m ($11.60m) annually until 2030 to modernise existing stores, with one-third expected to adopt its updated corporate design by the end of 2025. 

The Nuremberg site is integrated into the company’s omnichannel platform and offers circular-economy services including second-use, buy-back and repair options.  

Decathlon Germany CEO Arnaud Sauret stated: “The opening of our 100th store is an emotional moment for all of us, and a huge thank you to our more than 6,000 teammates in Germany.  

“It coincides with a time of major anniversaries – next year we'll celebrate 40 years of Decathlon in Germany and 50 years globally. This milestone isn't just a look-back, but the starting point for our next major growth phase. We firmly believe in the German market and will continue to expand our presence beyond 2027.”  

The group reported a revenue increase of 5.2% in 2024 at constant exchange rates compared to 2023, propelled by the excitement surrounding the Paris 2024 Summer Olympics. 

Adjusted for unfavourable currency fluctuations, the company’s revenue still saw a rise of 3.8% to €16.2bn. 

Digital transactions accounted for a fifth of Decathlon’s total revenue, encompassing online sales, marketplace operations and digitally enabled in-store purchases.