Decathlon Mountain - The first Decathlon to climb the mountain
The first of an ambitious approach aiming at opening around 100 shops in the next five years in French winter sports resorts, the main objective of Decathlon Mountain’s concept is to make mountain activity equipment (purchase and rental) accessible in terms of price like it is in the valley or in towns.
Eric Laboureix, the resort’s freestyle ski champion in the 80s and 90s and now a successful entrepreneur, is behind the project, which obviously makes him the best person to talk about it: "One of the first things to remember is that the prices in the shop in Plagne 1800 are the same as in Aime, Chambery or Dunkirk. There are no unpleasant surprises here just because we are in resort". The launch of the shop in December 2021 means there is now a full season’s hindsight, with a clear commercial observation: over the 21-22 season, sales continued to increase in the other four shops Eric manages under the ELPRO Skimium brand: "I’m not saying that there is no competition, but Decathlon Mountain is clearly positioned as a complementary offer, which was not present in the mountain resorts before. Some customers equip themselves from head to toe for a week which would be difficult to do elsewhere. We are also there for season workers by opening before the start of the season, so they don’t have to go down to the valley. We are offering something different, I am sure of it". Eric Laboureix's experienced local team also brings its mountain expertise to the French brand.
Decathlon Mountain Plagne 1800: ID card
- open summer and winter (from November 2022 for the winter season)
- surface area of the shop: 300 m², including 70 m² dedicated to rentals and a 40m² workshop
- sales and rentals