Colombia: Decathlon opens its first shop-in-shop inside an Éxito

Decathlon opened its first shop-in-shop in Colombia on October 30: an 860 m2 sports store inside Grupo Éxito WOW Country hypermarket in northern Bogotá. Shoppers can walk in from the hypermarket or through a separate entrance on Calle 134.

Carlos Gómez Sevilla, CEO of Decathlon Colombia, announced it on LinkedIn, and the company did not disclose the investment. The opening came a month after a new Decathlon store at Centro Comercial Santafé in Bogotá. In September 2025 it tested a 42 m2 island in Ibagué, and in February the company told Portafolio it aims for 30 to 35 stores in Colombia by 2030.

A store inside a hypermarket is a different deal from renting space in a mall. The partner brings the traffic, the parking and the weekly family shopping trip. The brand brings a full sports range that a hypermarket aisle rarely has.

I worked on wholesale club programs and retail deals in Mexico. In this kind of deal, the terms that usually decide the result are who sets the price, who owns the stock and who staffs the floor.

The store that will show whether this is a new channel is the second one inside an Éxito.