Since its arrival in Kolkata, Decathlon has not just revolutionised the experience of sports-equipment shopping, but also redefined the spirit of sport. After opening four stores in prominent parts of the city, the French brand is finally opening its first outlet in south Kolkata, at Garia. My Kolkata dropped by the sprawling complex, spread over two floors and 8,000 sq feet.
An important factor behind the new store is its location. “We have built a huge market in Kolkata, but didn’t have a store to cater to the southern part of the city. From the biggest mall to the entire film industry to one of the best parks, south Kolkata is the most happening area, and our new location will make Decathlon easily accessible to its residents,” said Barnali Boro, store leader, Decathlon Garia. The new store is located right on the highway, barely 10 minutes from Hiland Park. This makes it accessible to people coming from Kamalgazi, Sonarpur, Kalikapur, Jadavpur, and even Tollygunge, due to the metro network. “We are targeting our services to upwards of 20 pin codes,” Boro added.
The area attracted Decathlon’s attention due to a rapid escalation in sporting activities. “Five turfs have been opened within 2km of the store’s location, all in the past six months. If people don’t need to go to Salt Lake and New Town to play anymore, why should they have to go there for their equipment?” Boro said.
The store will have its own Decathlon Cycling Community that will conduct rides in the area
While the store had its soft launch on September 10, they are gearing up for a grand opening on October 7 and 8. The reason behind this was to spend time exploring the market and understanding consumer preferences. Boro explained, “The soft launch was a way to prepare well for our customers, so that we can be ready to greet them in full force before Durga Puja!” The store also aims to stock up on a fresh winter collection before the grand opening.
There will be several offers at the opening. Everyone shopping over Rs 999 will be provided a scratch card, while there will be a flat 10% discount on shopping of over Rs 2,500. Upon billing Rs 3,999, customers will also get a chance to participate in Spin the Wheel, with exciting prizes like cycles and tents up for grabs.
Decathlon’s defining feature is going beyond pushing products, and building a sporting community. In keeping with this culture, The Garia outlet will have its own Decathlon Cycling Community (DCC), which will kick off its inaugural ride with locals from the area on September 30. Similarly, there will also be a football tournament during the opening week, and a 5km run on October 7, which is free to register for everyone.
The store will be a one-stop solution for all sports, from (L-R) hiking to running to fitness
The store’s primary focus will be on running, football, mountain sports and fitness. “Bengalis love to trek and they have a special relationship with football. This entire locality is full of East Bengal supporters. We hope to attract a lot of runners too because of our proximity to Rabindra Sarobar,” Boro said.
Decathlon has also taken the initiative to double down on its digital presence. The brand recently opened its first Omni Hub in the city, which will provide online customers with 24 hour delivery. Besides this, the Garia outlet, like the others, will support the pick-up feature from the app where customers can reserve a product and collect it from the store within two hours. By itself, the new store has a capacity to hold an overwhelming 30,000 items. “This is a huge step in our motto, where we want everyone to participate in sports,” Boro signed off.