{
  "id": 7767216,
  "title": "Decathlon in Italia apre al franchising",
  "url": "https://urgent.news/2026/09/16/decathlon-in-italia-apre-al-franchising",
  "topic": "business",
  "section": "Business",
  "published": "2026-09-16T10:51:00.000Z",
  "source": {
    "name": "Il Sole 24 Ore",
    "slug": "il-sole-24-ore",
    "url": "https://www.ilsole24ore.com/art/decathlon-italia-apre-franchising-AJ7jsrEB"
  },
  "original_language": "it",
  "account": "Decathlon Italia has announced a new strategy involving franchising, with the aim of opening 91 medium-sized stores across the country by 2030. The multinational corporation is also introducing two new formats, Essential and Seasonal, to reach new customer bases and bring them closer to the brand.\n\nThe franchising model is not new to Decathlon, having been adopted for about 20 years in various international markets, particularly where developing a direct network proved more complex. However, this move marks a shift in perspective, with franchising now being introduced in European markets where Decathlon already has a strong presence.\n\nDecathlon aims to create a mixed model where both direct and franchised points of sale coexist and contribute to the spread of sport and the development of the brand. Massimo Trabattoni, Decathlon Italia's Country Franchising Leader, highlighted the importance of adapting to local characteristics and creating new opportunities to make sport more accessible to daily life.\n\nDecathlon has identified 91 potential locations for the new network, distributed across all Italian regions. The project focuses on two types of locations: areas with a population of 100-120 thousand people reachable within a 20-minute radius, and tourist destinations characterized by strong seasonality and a specific sports focus.\n\nThe network will be developed progressively alongside a select number of partners who will eventually manage multiple points of sale. Two formats are planned: Essential, with a surface area of around 1,000 square meters, mainly targeting urban centers and areas where Decathlon has not yet been present. Its assortment can be generalist or more focused on the most practiced sports in the territory. Seasonal, with a surface area between 200 and 500 square meters, will be focused on tourist destinations by the sea and mountains and can follow the seasonal flow of visitors. The assortment and services will be tailored to the characteristics of the locality, from winter and outdoor sports to cycling and water sports.\n\nDecathlon is looking for entrepreneurs who, besides financial solidity and the ability to develop multiple points of sale, have in-depth knowledge of the territory and a strong connection to the world of sport. The franchisee will not only manage a store but will also be a partner capable of interpreting the needs of the local sports community. The assortment will reflect this balance between Decathlon's identity and local specificity, with at least 70% composed of products from Decathlon's brands, up to 20% from international brands already present in the Group's catalog, and the remaining 10% selected by the franchisee in accordance with Decathlon's criteria to respond to the specific needs of the territory.\n\nThe franchised points of sale will adopt the same visual identity codes, layout, tools, and service standards of the direct network. Central to the experience will be the transmission of Decathlon's corporate culture and values, as well as the main operational skills. Continuous training on products, services, and competencies will also be provided, an essential element of the relationship with each partner, contributing to the company's ambition to make sport accessible to as many people as possible. The new stores may also offer the services of the Decathlon ecosystem, including workshop, rental, membership, gift card, and online order pickup. Rental will play a particularly relevant role in Seasonal formats, allowing customers to reserve equipment online before their visit and pick it up directly at the tourist location's point of sale.",
  "summary": "Cambio di passo nella strategia di sviluppo di Decathlon Italia. La filiale apre al franchising e punta ad aprire in tutta Italia 91 negozi di medi0-grandi dimensioni entro il 2030....",
  "key_points": [
    "Decathlon Italia plans to open 91 medium-sized stores across Italy by 2030 through franchising.",
    "Introduces Essential and Seasonal formats to reach new customer bases and local sports communities."
  ],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}