At the beginning of the 2010s, the French sports store chain Decathlon established itself in Sweden. They started by opening a test store in Bromma, and then expanded with four more stores in Stockholm and Uppsala.
But after several years of financial ups and downs, they were forced to close two of the stores in the fall of 2023.
“It is with a heavy heart that we need to announce that the Decathlon stores in Barkarby and Kungens Kurva will close,” the company wrote in an email to customers, according to Real estate news.
In April, the store in Uppsala also closed due to poor profitability and that “the Swedish market does not correspond to the rest of Europe”, according to Uppsala New Newspaper.
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Decathlon is now closing down in Sweden
After having to close several stores in the past year, Decathlon has a gloomy message for all customers: Now they are winding down the entire operation in Sweden.
“Thank you for everything”, it says at the top of an email that Decathlon sent out to its customers this week.
“Over the years, our attempts to make strategic adjustments for the business have not worked for the Swedish market. Therefore, we have unfortunately had to make the difficult decision to cease operations in Sweden.”
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The products stop being sold entirely in Sweden
After 13 years, they will therefore discontinue sales on the Swedish market completely. Anyone who wants to buy the brand’s products in store can instead take advantage when you are abroad.
“We will close down our store in Westfield Mall of Scandinavia as well as our Swedish website,” they write in the email.
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