{"id":19565,"date":"2017-06-12T14:42:54","date_gmt":"2017-06-12T14:42:54","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/adventure-vise-45-magasins-en-france\/"},"modified":"2017-06-12T14:42:54","modified_gmt":"2017-06-12T14:42:54","slug":"adventure-vise-45-magasins-en-france","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/adventure-vise-45-magasins-en-france\/","title":{"rendered":"A.S. Adventure vise 45 magasins en France"},"content":{"rendered":"<p><strong>A.S. Adventure <\/strong>a entam\u00e9 sa conqu\u00eate de la France : la semaine derni\u00e8re l&rsquo;enseigne a ouvert un magasin \u00e0 Nice. Celui-ci\u00a0illustre la nouvelle strat\u00e9gie d\u2019expansion internationale du retailer, qui a su tirer des le\u00e7ons de ses erreurs du pass\u00e9.<\/p>\n<p><!--break--><\/p>\n<h2>Pas de copy\/paste\u00a0<\/h2>\n<p>L\u2019objectif d\u2019A.S. Adventure est d\u2019ouvrir quatre magasins par an en France. Le coup d\u2019envoi de la <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/g%C3%A9n%C3%A9ral\/adventure-%C3%A0-la-conqu%C3%AAte-de-la-france\" target=\"_blank\" rel=\"noopener\">nouvelle politique d\u2019expansion <\/a>a \u00e9t\u00e9 donn\u00e9 le 7 juin avec l\u2019ouverture d\u2019un point de vente dans le centre commercial Polygone Riviera \u00e0 Cagnes-sur-Mer (pr\u00e8s de Nice). Le magasin n\u2019est pas une copie du concept belge d\u2019A.S. Adventure, mais a \u00e9t\u00e9 adapt\u00e9 au march\u00e9 fran\u00e7ais.<\/p>\n<p>\n\u00ab Lors de notre premi\u00e8re tentative d\u2019expansion en France, nous avons fait des erreurs \u00bb, admettait le CEO Dominique Motte lors du s\u00e9minaire \u2018Retailers going cross-border\u2019 de BLSC et Comeos \u00e0 l\u2019occasion du salon immobilier Realty. \u00ab En 2011 nous avons appliqu\u00e9 une approche \u2018copy\/paste\u2019. Nous avions ouvert des magasins fran\u00e7ais ayant la m\u00eame surface que les magasins belges, situ\u00e9s au m\u00eame type d\u2019endroits, proposant un mix de marques belges \u00e0 prix belges. Nous avions adopt\u00e9 le principe cascade en commen\u00e7ant par le nord pour ensuite descendre vers le sud. Aujourd\u2019hui nous savons que cette approche ne fonctionne pas. \u00bb Un magasin \u00e0 Metz a ferm\u00e9 ses portes et un autre \u00e0 Reims est rest\u00e9 ouvert comme magasin pilote pour tester le concept adapt\u00e9.<\/p>\n<h2>\nEndroits \u00e0 haute fr\u00e9quentation<\/h2>\n<p>A.S. Adventure a su tirer des le\u00e7ons de ses erreurs et a \u00e9labor\u00e9 un concept sur mesure pour le march\u00e9 fran\u00e7ais. Pour des raisons de rentabilit\u00e9, le retailer opte pour des magasins de plus petit format (environ 1.500 m\u00b2), sans biblioth\u00e8que, ni coin caf\u00e9 ou mezzanine et sans d\u00e9partement Bike et Run (en raison de la pr\u00e9dominance de <strong>Decathlon <\/strong>dans ce domaine). Pour adapter son mix de marques la cha\u00eene a enr\u00f4l\u00e9 l\u2019ancien directeur des achats de l\u2019enseigne fran\u00e7aise <strong>Au Vieux Campeur<\/strong>.<\/p>\n<p>\nLe nom A.S. Adventure \u00e9tant totalement inconnu pour le consommateur fran\u00e7ais, le retailer choisit des endroits \u00e0 haute fr\u00e9quentation, de pr\u00e9f\u00e9rence dans de grands shopping centers, tr\u00e8s nombreux en France. Pour ces centres commerciaux l\u2019offre du sp\u00e9cialiste de l\u2019outdoor est \u00e0 la fois innovante et compl\u00e9mentaire. Polygone Riviera \u00e0 Nice accueille 8 millions de visiteurs. En octobre prochain A.S. Adventure ouvrira un magasin au centre commercial Carr\u00e9 Senart, au Sud de Paris, fr\u00e9quent\u00e9 par 5 millions de visiteurs. <strong>Veritas<\/strong> y dispose \u00e9galement d\u2019un point de vente.<\/p>\n<p>\n\u00ab Et nous envisageons \u00e9galement de nous implanter \u00e0 Paris, Annecy, Lyon, Marseille, Aix-en-Provence, Toulouse, Bordeaux\u2026\u00a0 A terme nous devrions pouvoir ouvrir 40 \u00e0 45 magasins et devenir leader du march\u00e9 en tant que retailer de marques outdoor, \u00e9tant donn\u00e9 que Decathlon est un retailer de \u2018private labels\u2019 \u00bb.<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A.S. Adventure a entam\u00e9 sa conqu\u00eate de la France : la semaine derni\u00e8re l&rsquo;enseigne a ouvert un magasin \u00e0 Nice. Celui-ci\u00a0illustre la nouvelle strat\u00e9gie d\u2019expansion internationale du retailer, qui a su tirer des le\u00e7ons de ses erreurs du pass\u00e9. Pas de copy\/paste\u00a0 L\u2019objectif d\u2019A.S. Adventure est d\u2019ouvrir quatre magasins par an en France. Le coup [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":19562,"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":[25],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-19565","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A.S. Adventure vise 45 magasins en France - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"A.S. 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