French sports chain Decathlon is opening its first hypermarket in Bulgaria on Thursday, August 29. The store is located in Sofia and has 3,500 sq. m of retail space. It will offer more than 30,000 products for 70 types of sports.
Two more stores of the French brand will be opened in the capital city: one by this year's end and one by the summer of 2014. In the next three or four years the company plans to build stores in three other large cities: Burgas, Varna and Plovdiv. Decathlon will also rely on online sales in order to reach customers in the smaller towns.
The investment in the six planned hypermarkets in Bulgaria will total 50 million leva (25 million euro). About a third of it has been invested in Sofia's first store, Decathlon Vitosha.
The sports goods market in Bulgaria amounts to 150 million leva a year. Decathlon's entry is expected to affect mainly the low and mid-price segment.
Bulgaria is the 19th country of operation of the French chain. In the Balkans, Decathlon has hypermarkets in Turkey and, since recently, Romania.
Read more in Bulgarian here.