French sports goods chain Decathlon has confirmed that it continues to supply limited quantities of products to Russia after selling its assets in the country. The information was reported by RIA News, which noted that the company made a careful decision to support the transition while adhering to the evolving regulatory framework in Russia and internationally. The decision reflects a temporary and controlled approach to keep essential operations moving during a period of ownership change, rather than a broad reopening of the entire product slate.
To complete the transaction smoothly, the company stated that small batches of goods would be delivered for a limited window of time. This approach is designed to align with current local regulations and international guidelines, ensuring that the supply continues under the exact terms required by regulators. The press service of Decathlon emphasized that these deliveries are intended to assist the new business owner in establishing operational mechanisms and preserving the continuity of service during the transition. According to RIA News, the move aims to stabilize the market while the ownership and branding strategy is recalibrated for the future.
The report adds that at the start of 2023, the Russian entity APM acquired the Decathlon business and began planning the introduction of a new retail concept under the Desport banner. This development followed careful assessments of the domestic retail landscape and consumer demand for sporting goods, with Desport positioned as a continuation of retail access for customers who were previously served by the Decathlon network. The transition reflects a broader strategy to sustain retail presence in key locations and maintain supplier relationships during the ownership change.
Earlier statements from Viktor Evtukhov, who serves as Deputy Head of the Ministry of Industry and Trade of Russia, indicated that the first Desport sporting goods stores were expected to open at the sites of former Decathlon outlets by the end of November. The authorities signaled a coordinated rollout plan that would integrate the Desport concept with existing storefronts, aiming to preserve employment, logistics capabilities, and local consumer expectations through the shift in branding and management.
In related developments, Adidas and Reebok had already begun selling under different branding in Russia, illustrating a broader pattern of brands evolving their market presence in response to regulatory and economic conditions. These moves underscore the complexity of maintaining international retail operations within Russia while navigating sanctions, trade rules, and consumer sentiment. The industry watchers continue to monitor how such transitions unfold, including the speed of store openings, the scale of product assortments, and the degree of localization that retailers pursue as they reconstitute their market footprint. The overarching message from industry sources remains that careful compliance and steady supply chains are crucial during these transitional periods, even as new ownership structures take hold and branding strategies are reshaped for the Russian market.