This transformation aligns the Brașov store with the first stores worldwide, such as those in Paris, London, and Brussels, which have already implemented the new identity, offering customers an immersive shopping experience, regardless of their level of sports practice. The new store configuration includes a circular floor plan, the first of its kind in Decathlon Romania, ensuring intuitive navigation and enhanced visibility of products from over 80 sports.
In the showrooms, products will be displayed to create an interactive experience. Areas such as reception, click and collect, the workshop, and fitting rooms are highlighted in blue, ensuring easy and quick orientation.
“We are always concerned with how our customers interact with Decathlon stores. In Brașov, we have been operating in the same location since 2010, and the number of people interested in our products has steadily increased. To provide them with a more suitable space and to implement the new design, we expanded the store's surface, adapting it to our customers' needs. Customer interaction now goes beyond the product, and we have rethought our processes, products, and materials in a more sustainable way,” said Alex Domșa, Expansion Director of Decathlon Romania.
“We are pleased with the partnership developed with Decathlon. The new store, built on an area of 4,200 sqm within Coresi Shopping Resort, extends the shopping experience and meets the expectations of visitors and the Coresi neighborhood community. Nhood continues to develop the Coresi neighborhood and the commercial area by enriching the mix of offerings with new brands,” said Ruxandra Dragomir, Head of Development at Nhood Romania.
The store will combine physical and digital elements to facilitate product exploration and comparison. Among the services offered are a workshop for product maintenance and repair, as well as a click and collect service for picking up online orders from the store. In line with Decathlon's circular economy strategy, customers will also find the Buy Back program and reconditioned products in the store. In its new Brașov location, Decathlon has an expanded sales area of 3,820 square meters, compared to the 2,568 square meters of the old location, and easy-to-use self-checkout stations. The store's team will consist of 70 employees, ready to offer excellent customer experience.
“The reopening of the Brașov store with the new design brings a more dynamic and interactive shopping experience. We are excited to offer our customers a modern and well-organized space that better meets their needs and expectations. We believe this new format will transform how customers discover and use our products,” said Daniel Berechet, Manager of the Decathlon Brașov store.
In March of this year, Decathlon launched its new brand identity, oriented towards the future, and a new logo resembling an orbit. The new brand identity reflects ambition while celebrating the company's past. Alongside a dynamic blue, it now features a new brand icon—the "orbit"—which expresses movement, the ambition to reach new heights, and circularity, all central to Decathlon's sustainable business model.
In addition to physical stores, sports enthusiasts can access sports items and equipment online at www.decathlon.ro. Visitors are welcome at any of the 31 Decathlon stores in Romania to cultivate their passion for sports and benefit from the products and services that the company offers to sports lovers in our country.
