ARM, the company that acquired the Russian sports retailer Decathlon, is launching a new chain of sporting goods stores named Desport. This development has been reported by TASS. Desport marks ARM’s first move into branded retail under its new banner in the Russian market, signaling a broader strategy to diversify its consumer electronics and fashion interests with activewear and sports equipment offerings.
The initial Desport stores are slated to open in December 2023. ARM Global Partnerships has indicated that the product range will evolve over time, incorporating Desport’s own brands alongside a curated selection of well-known labels. In addition to the brick-and-mortar footprint, the company plans to establish an online shopping platform in the near future to reach a wider audience across the country.
Desport derives its name from the Old French word desport, meaning fun or game, a linguistic root that is echoed in many languages across the world where the term sport is connected to play, activity, and competition. Mathieu Cobarrer, the network’s marketing director, notes that the name captures the essence of the business: to encourage people to engage in sports and maintain an active lifestyle. The branding aims to evoke energy, accessibility, and a community-oriented vibe that resonates with households seeking practical gear for daily fitness and recreational activities.
The purchase of the Decathlon chain, which comprises 36 facilities in Russia including 35 stores and a warehouse, was completed in September 2023. The agreement received prior clearance from the government’s foreign investment commission, underscoring regulatory approval for the deal. In addition to Decathlon, ARM also holds the Mango franchise within Russia, indicating a diversified retail footprint under its corporate umbrella.
Earlier statements from a Maag store manager referenced plans to manufacture apparel within the Russian Federation, signaling an intent to expand local production capabilities alongside strategic retail expansions. This aligns with broader shifts in the market where brands explore regional manufacturing as a means to support product availability and supply chain resilience.
In related news, the Vintage Italian clothing brand OVS announced its own expansion into Russia, highlighting ongoing international retail activity even as market dynamics shift. These moves collectively illustrate a trend toward greater brand presence and product variety in the Russian sporting and fashion retail sectors, with ARM positioning Desport as a new hub for sports enthusiasts and casual buyers alike.