As we have already had the opportunity to tell, with a presentation that took place live streaming from Paris last March, Decathlon has officially presented its new brand identityThis was a major renovation process that naturally affected the French company's stores. For Italy, the store in Corsico, in the province of Milan, played the symbolic role of "trailblazer"., which can now offer its customers an intuitive and guided path, greater product visibility, captivating physical and digital displays, and an engaging and impactful atmosphere. Decathlon aims to renovate a total of 20 stores in Italy by the end of 2024.
The house of sports
The Corsico store presents itself as a platform open to multiple sports disciplines, thanks to a wide range of equipment and services for customers. All this confirms the French company's new mission: "Move People Through the Wonders of Sport“…to bring people closer to the beauty of sport. Decathlon wants to increasingly confirm itself as an accessible brand, with products and services that are useful to as many people as possible.
Inside the Corsico store, there are different experiential corners: a new layout that highlights the offering and allows you to fully immerse yourself in the Decathlon experience, expressing each sporting universe with a clearly defined identity.
Sustainability and more
One of Decathlon's stated goals is to become Net Zero by 2050. To this end, the French company works closely with suppliers and partners to implement sustainability throughout the supply chain. With this approach, Decathlon collaborates with suppliers to decarbonise processes and pave the way for new business models based on circularity and increasing product lifecycles.
This also means that across the entire range of items, the lifespan of the items is increasing, enabling customers to reuse, repair and recycle their products. With this in mind, a Circular Hub has also been created at the Corsico store, a one-stop shop for repairing, renting, or reselling your sports equipment.
Forward with e-commerce
Decathlon is also harnessing the power of digital with a global revamp of its e-commerce site to offer customers a seamless shopping experience, anytime, anywhere. The physical store evolves at the same time and thus becomes a gateway to Decathlon's global platform, both offline and online: an accelerator of the “store to web” process itself, through the promotion of the membership program, the app and the widest online sports offering.
