Criticism of mini decathlon in Bochum: Is the branch too small?

Criticism of mini decathlon in Bochum: Is the branch too small?

On April 11, 2025, Decathlon opened its new branch in the Ruhr Park in Bochum. The opening of the 1,000 square meters of sales space attracted numerous visitors, but there were also important disappointments. Many customers criticize the compact size of the location, especially compared to the Much Larger branch in Herne, which offers significantly more selection with 6,000 square meters. Some customers even feel the Bochum branch as a "mini-decathlon" and are frustrated with the inadequate availability of many products. As a result, you often have to switch to the larger branches in Herne or Dortmund to cover your needs.

The new opening times are from Monday to Saturday, from 10 a.m. to 8 p.m. The branch between Maisons du Monde and Böhmer shoes is strategically. Users also have the option of using the Click & Collect service for online orders. Despite the mixed reactions to the branch in Bochum, the company plans to open a total of 60 new locations in Germany by 2027 to increase the total number to 150 branches. Bochum is already the 91st location in Germany.

expansion and strategic realignment

The clarity of customer criticism is reflected in the efforts of Decathlon to respond to the needs of their clientele. The CEO Arnaud Sauret has announced an investment of over 100 million euros by 2027. The aim of this investment is not only to open new branches, but also a new concept that establishes smaller stores between 500 and 1,500 square meters in shopping centers and pedestrian zones. These should achieve this closer to customers and thus ensure better support.

The new "Decathlon Connect Stores" should cover specific sports worlds and offer a shopping experience that is tailored to local needs. The introduction of these formats is part of a comprehensive strategy to be represented in the top 15 pedestrian zones in Germany. In addition, the aim is to enable a decathlon location for every customer in Germany within 20 minutes.

future extensions

The planned new openings include a Connect Store in Potsdam, which is to be opened at the end of November 2024, and a multisport branch in Hamburg that will follow in mid-December 2024. The focus is on creating new jobs and expanding the network in the ten largest cities in Germany, with the aim of optimizing customer experience.

In addition, INSTORE concepts are also being worked on, which include a modern layout and digital price tags. With a circular path control system and boutiques for various sports worlds, Decathlon is aiming for an increase in the shopping experience. In the long term, repair services for sporting goods are also intended to significantly increase the number of repairs.

Yesterday's opening shows the current status of the ambitions of decathlon in Germany, but also the challenges associated with the expansion. Customer feedback will be decisive for future developments and the experience in the branches.

The branch in Bochum is therefore part of a larger, strategic plan that takes into account both regional hits and critical customer feedback. Ruhr24 reports on the opening and its effects, while Weekli shows the other locations in the area. A comprehensive overview of Decathlon's expansion plans in Germany also offers Decathlon .