Decathlon aims to reach millions of tourists northern Luxembourg store

Decathlon will open its first store in northern Luxembourg at the end of September. The sports retailer has chosen the Massen Shopping Center in Weiswampach, near the Belgian and German borders, and is specifically targeting tourists and cross-border shoppers.

Strategic in the border region

The new store will open on 26 September and will have a sales area of 1,050 square meters. Decathlon is taking over the former JBC retail space. According to the Massen Shopping Center, it receives an average of 14,000 visitors per day, totaling more than 5 million visitors per year.

For Decathlon, the location plays a particularly important role. Weiswampach serves as a gateway to the Luxembourg Ardennes and is close to both the Belgian Ardennes and the German Eifel. Within a radius of about 45 minutes, these tourist regions combined register 3.5 to 4 million overnight stays annually.

“With the location in Massen, we’re filling a clear gap on the map,” says Nicolas Deltenre, regional director of Decathlon Belgium and Luxembourg. “Until now, residents of northern Luxembourg and vacationers in the Ardennes had to travel long distances to reach a Decathlon store.”

Focus on outdoor activities

The store will offer products for more than thirty sports. Given its location, Decathlon is placing extra emphasis on hiking, walking, camping, running, and cycling. Soccer, swimming, and fitness will also be featured in the product lineup.

“The region attracts a particularly large number of enthusiasts for hiking, cycling, mountain biking, trail running, and camping,” said Deltenre. According to him, this also explains why the store will be open seven days a week, including Sundays. A bike repair shop is expected to complete most repairs within 24 hours.

Decathlon is hiring about ten employees for the store. The chain is looking for staff who can assist customers in French, German, and English. But even before the official store opening, Decathlon will launch its online services: starting 7 September, customers can place orders via Click & Collect. Starting 14 September, they can pick up their orders in Weiswampach by appointment.