{"id":131807,"date":"2025-10-16T14:06:47","date_gmt":"2025-10-16T12:06:47","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=131807"},"modified":"2025-10-16T14:06:50","modified_gmt":"2025-10-16T12:06:50","slug":"decathlon-ouvre-son-premier-magasin-belge-depuis-cinq-ans-au-coeur-de-bruxelles","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/loisirs\/decathlon-ouvre-son-premier-magasin-belge-depuis-cinq-ans-au-coeur-de-bruxelles\/","title":{"rendered":"Decathlon ouvre son premier magasin belge depuis cinq ans, au c\u0153ur de Bruxelles"},"content":{"rendered":"\n

Apr\u00e8s cinq ans sans expansion, Decathlon <\/strong>ouvre un nouveau magasin en Belgique. Cette fois-ci, le d\u00e9taillant sportif n’opte pas pour un m\u00e9gastore en p\u00e9riph\u00e9rie de la ville, mais pour un magasin urbain compact au c\u0153ur de Bruxelles : l’ancien emplacement de Casa <\/strong>sur l’avenue Louise.<\/p>\n\n\n\n

Compact, mais offre compl\u00e8te<\/h2>\n\n\n\n

Le nouveau magasin, Decathlon CITY Porte de Namur, ouvrira ses portes le 13 d\u00e9cembre sur l’avenue Louise, une zone \u00e0 circulation r\u00e9duite, \u00e0 moins de deux kilom\u00e8tres du magasin existant de la rue De Brouck\u00e8re. \u00ab Avec notre concept CITY, nous venons au client au lieu d’exiger que le client vienne au magasin \u00bb, explique Jean Fran\u00e7ois Seillery, responsable du nouveau magasin. Le concept de magasin a \u00e9t\u00e9 d\u00e9velopp\u00e9 pour les centres-villes tr\u00e8s fr\u00e9quent\u00e9s et s’adresse aux habitants et aux travailleurs qui font du sport, font la navette et se d\u00e9placent activement en ville.<\/p>\n\n\n\n

Le magasin occupe une surface plus petite que les m\u00e9gastores Decathlon traditionnels, mais gr\u00e2ce \u00e0 une logistique intelligente et \u00e0 l’int\u00e9gration num\u00e9rique, il offre n\u00e9anmoins acc\u00e8s \u00e0 l’ensemble de la gamme. \u00ab Avec ‘Click in the morning, collect in the afternoon’, les achats effectu\u00e9s en ligne le matin et non disponibles en magasin pourront \u00eatre r\u00e9cup\u00e9r\u00e9s l’apr\u00e8s-midi m\u00eame \u00bb, explique Seillery. Les produits sont livr\u00e9s \u00e0 partir du magasin voisin de Wavre.<\/p>\n\n\n\n

P\u00f4le de mobilit\u00e9 urbaine<\/h2>\n\n\n\n

Decathlon CITY Porte de Namur se concentre sur cinq cat\u00e9gories de sports en phase avec la vie urbaine : la course \u00e0 pied, la mobilit\u00e9 urbaine, les v\u00eatements de sport, la natation et le fitness & bien-\u00eatre. Le rayon v\u00e9lo sera certainement l’un des fleurons du magasin, avec une large gamme de produits et un service de r\u00e9paration d’urgence.<\/p>\n\n\n\n

Selon Laurens Van Deynze, responsable New\/Small Formats chez Decathlon Belgique, l’emplacement s’inscrit dans une strat\u00e9gie plus large visant \u00e0 se rapprocher du consommateur urbain. Il souligne que quelque 13 millions de personnes passent chaque ann\u00e9e devant le nouveau magasin. L’am\u00e9nagement du b\u00e2timent, qui abritait jusqu’en mars dernier la cha\u00eene de magasins d’ameublement Casa, bat son plein.<\/p>\n\n\n\n

Avec cette ouverture, Decathlon Belgique s’engage dans une nouvelle voie. Le d\u00e9taillant y teste un mod\u00e8le qui a d\u00e9j\u00e0 fait ses preuves dans d’autres grandes villes europ\u00e9ennes, telles que Paris et Madrid. Si la formule fonctionne, d’autres magasins urbains pourraient suivre.<\/p>\n","protected":false},"excerpt":{"rendered":"

Apr\u00e8s cinq ans sans expansion, Decathlon ouvre \u00e0 nouveau un magasin en Belgique. Cette fois-ci, le d\u00e9taillant sportif n’a pas opt\u00e9 pour un m\u00e9gastore en p\u00e9riph\u00e9rie de la ville, mais pour un magasin urbain compact au c\u0153ur de Bruxelles : dans l’ancien b\u00e2timent de Casa sur l’avenue Louise.<\/p>\n","protected":false},"author":5,"featured_media":131808,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[28,20],"tags":[],"people":[],"extra":[43],"company":[361],"topic":[310],"region":[413],"class_list":["post-131807","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-loisirs","category-vrije-tijd","extra-plus","company-decathlon","topic-ouverture-de-magasin","region-bruxelles"],"acf":[],"yoast_head":"\nDecathlon ouvre son premier magasin belge depuis cinq ans, au c\u0153ur de Bruxelles - RetailDetail 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