French sport retailer Courir steps into Belgium

Translated by
Nicola Mira
today Oct 2, 2019
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Courir’s drive to expand across Europe, designed to enable the sneaker and sportswear chain to achieve sales worth €600 million by 2025 (compared to the current €390 million) passes through Belgium. The French retailer, which last March was sold by the Go Sport group to the Equistone investment fund, opened its first monobrand store in the country on September 27, in the capital, Brussels.

The Brussels store's interiors - Courir/LinkedIn

The 400 m2 store opened on the ground floor of the Bruxelles City2 shopping mall, centrally located on rue Neuve, a busy commercial street. On October 4, Courir will then inaugurate another two stores on the outskirts of Brussels, both on the high street: one at 57 Chaussée d’Ixelles, at 200 m2 premises not far from a local hypermarket/ shopping centre, and a second one at Woluwe-Saint-Lambert.

Further new stores are surely on the cards for Courir in Belgium in the coming months, since the sneaker specialist’s expansion plan is clearly ambitious. The chain, which currently operates nearly 250 stores, first ventured outside France in 2018, establishing a presence in Spain, and also set up shop in Luxembourg last May. Portugal is the next destination, planned for H2 2020.

Courir is capitalising on the growing demand for sneakers - in France alone, half of the footwear market in value terms, estimated in total at €9 billion by the French Footwear Federation, is accounted for by sneakers - and is striving to attract more female customers.

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