Azadea Group Opens the First Decathlon Store in the Middle East

DUBAI, United Arab Emirates, Dec. 10, 2010 /PRNewswire/ -- Azadea Group has opened today the first Decathlon sports store in the Middle East at the Mirdif City Centre in Dubai. This step is meant to expand the group's retail brand portfolio by adding sports goods to its already wide range of product categories. Decathlon is a major French-based sporting goods retailer operating 530 stores worldwide and serving 100 million customers every year.

"We are delighted to open our 1st Decathlon store in Dubai in partnership with Azadea Group," stated Olivier Constant, Franchise Director at Decathlon, France. "The expansion in the Middle East provides for Decathlon the possibility to encourage and increase access to the pleasure and benefits of sports to the widest audience possible. We have had an excellent partnership with Azadea so far especially in preparation of the opening."

With the opening of Decathlon in Mirdif City Centre, Dubai will host the largest sports retailer in the Middle East; holding a full range of sports' offerings from outfits to accessories, equipments to footwear, all under one roof. Following the 'all sports in one store' concept, the store spreads over a wide area of retail space and covers all kinds of sports along with 'Test Zones' to experience the products before buying them. Although the chain sells international brand names, its strength lies in researching, developing and selling its own brands under the overall 'passion brands' umbrella; catering not only to experienced professionals, but also to aspiring beginners.

"We are pleased to introduce Decathlon in the Middle East and specifically in Dubai," stated Said Daher, Chief Executive Officer of Azadea Group. "This move will not only add a new dimension to our retail brand portfolio, but will also make sports accessible to a large number of our customers through an exceptional combination of world class sports products and sensible prices."

Azadea Group has been representing franchised brands for more than 25 years in the Middle East & North Africa, managing more than 35 international brand names across clothing, accessories, food, multimedia, home furnishings and recently sports goods. The company operates more than 350 stores in 11 markets including the United Arab Emirates, Saudi Arabia, Egypt, Kuwait, Iraq, Qatar, Oman, Bahrain, Jordan, Lebanon and Romania.

For more information please contact Rana Moghabghab, Senior Corporate Communications Specialist, Azadea Holding Group on +961 1 835111 or rana(dot)Moghabghab(at)azadea(dot)com.

SOURCE Azadea Group