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Decathlon Group - In the US

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documents in English
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market study
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10 pages
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"Decathlon US was primarily engaged in retail sale of floor coverings; retail sale of photographic, optical and precision equipment, office supplies and equipment (including computers); retail sale of jewellery, clocks and watches; retail sale of sports goods, games and toys, stamps and coins; retail sale in commercial art galleries; retail sale by opticians; retail sale of mobile telephones; and other retail sale in specialised stores not elsewhere classified. It entered the American market by purchasing the New England 20-store MVP Sports chain in 1999, rebranding them as Decathlon USA. A restructuring led to all but four Massachusetts locations closing in 2003. In September 2006, Decathlon ended its direct representation in US. At its peak in the US it operated 22 stores and managed a workforce of 420 personnel. It posted revenues of $680 million in 2005.

Athletic apparel demand in the US is expected to rise 5.5 percent per annum between 2010 and 2014 to $30 billion. Gains will benefit from economic recovery and increases in consumer spending. Athletic top demand is projected to total $17.7 billion in 2014 based on annual gains of 5.9 percent from 2010, the fastest pace of all the product segments, aided by the introduction of new products with sophisticated performance advantages. The US is the largest apparel market in the world and maintains a trade deficit in these products ? $64 billion in 2010. China was, by far, the largest foreign supplier of apparel. In 2010, three of the leading suppliers of athletic apparel to the US market were NIKE, Adidas (Germany) and Berkshire Hathaway (via its Fruit of the Loom business, which includes the Russell subsidiary).

In September 2011, FRS joined industry leaders like Bloomberg L.P., Equinox Fitness, and luxury time piece maker IWC as sponsors whose resources are used to produce the 1-day competition modelled after the annual NFL Combine. Participants were required to raise a minimum of $3,000 in order to compete. They were out to deliver a natural and sustained energy product to the dedicated athletes of Wall Street, where they are currently fuelling consumers with all new Healthy Energy and all-natural Healthy Protein bottled drinks. Since 2009, Decathlon has raised over $325,000 for cancer. Innovations in athletic apparel have focused recently on performance and fashion. The new high-performance fabrics that offer moisture and temperature management, sun protection and increased support, among other benefits, have taken the forefront as both average consumers and professional athletes seek an advantage."

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