AZADEA fuels Decathlon expansion across the MENA region

September 6, 2021 | By RetailME Bureau

AZADEA strengthens its partnership with Decathlon with new strategic store openings and expansion into key locations. Decathlon currently has eight stores across the Middle East with four UAE, including the latest opening of a 4,000 SQM flagship store at the Dubai Mall in June 2021.

Through AZADEA’s new expansion plan, more stores are expected to open in the UAE as well as in key locations across Qatar, Bahrain, and Oman. The new stores will include locations such as Doha Festival City and Place Vendome in Qatar, Dubai Hills & Reem Mall in UAE, and more.

“Our unique collaboration with Decathlon adds value to the MENA market as we are determined to increase accessibility to sporting goods and leisure while promoting a healthy lifestyle across the region on a grand scale,” said Salim Fakhouri, President of Fashion & Sports Division of AZADEA.

“We have a huge and positive prospective for the future as our partner, AZADEA, shares common mission, vision, and values. Their continuous support over the past 10 years proves that this partnership will have a positive impact on the sports retail industry across the region. Decathlon’s expansion across the Middle East is in line with our vision of sports for everyone, everywhere and we hope to continue to enable a fit lifestyle across the region with future launches,” said Michael Morisset, Decathlon Business Developer ME.

In addition to physical stores, Decathlon products can also be found online on and AZADEA’s online platform, as part of the company’s continuous endeavor to offer its customers an omnichannel shopping experience.




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