A Major Shift in the Retail Landscape
Decathlon Canada, the Canadian arm of the globally recognized French sporting goods retailer, has announced a significant restructuring of its operations in Ontario. In a surprising move, the company will be closing the majority of its brick-and-mortar stores in the province by the summer of 2025. This includes five key locations in the Greater Toronto Area (GTA), where the brand had hoped to solidify its presence in the competitive retail market.
The closures mark a major pivot in Decathlon’s business strategy, reflecting both the evolving retail environment in Canada and the challenges the company has faced in expanding its footprint outside of Quebec.
Background: A Bold Expansion That Faced Hurdles
Decathlon entered the Canadian market in 2018 with its first store in Brossard, Quebec. Its innovative retail model—offering affordable, high-quality sporting goods under one roof—quickly gained traction. The brand was known for vertical integration, designing, manufacturing, and distributing its own brands across dozens of sports categories.
After strong growth in Quebec, Decathlon made an ambitious push into Ontario, opening several large-format locations in and around Toronto, including stores in Vaughan, Brampton, Burlington, Toronto, and Mississauga. These flagship stores were intended to anchor the brand in Canada’s most populous province.
However, despite initial optimism, the company struggled to replicate its Quebec success in Ontario. Factors such as high operational costs, regional consumer differences, post-pandemic retail volatility, and fierce competition from established Canadian retailers made Ontario a tougher market to crack.
What’s Closing and What Remains
As part of this restructuring plan, Decathlon will be closing the majority of its Ontario locations by mid-2025. Confirmed closures include:
Decathlon Vaughan
Decathlon Brampton
Decathlon Toronto (downtown location)
Decathlon Mississauga
Decathlon Burlington
A few Ontario stores may remain operational temporarily, but the long-term future of any remaining outlets in the province remains uncertain. The company has confirmed that its online retail operations will continue and may even expand as a primary sales channel.
In contrast, Decathlon’s Quebec stores will remain open and operational. The brand continues to perform well in the province where it first established itself in Canada.
Company Statement: Adapting to Market Realities
In a public statement, Decathlon Canada emphasized that the closures are part of a strategic decision to refocus resources on the areas and formats that show the most promise.
> “This is not a withdrawal from Canada, but a reshaping of our presence,” said Decathlon Canada spokesperson Marie-Ève Drolet. “We remain committed to serving Canadian customers—especially through our growing digital platforms—and to continuing our operations in Quebec where our brand has strong traction.”
The company noted that the shift toward e-commerce and the need to remain financially sustainable in a changing retail environment are key drivers behind the decision.
Impact on Employees and Customers
The closure of Ontario locations will directly affect hundreds of employees. Decathlon has committed to providing transition support, including severance, job placement services, and internal opportunities where possible.
For customers, the closures mean fewer physical outlets to try, test, and buy sporting gear—a key aspect of the Decathlon experience. However, the brand’s website will remain a central hub for product discovery and purchase. Decathlon also hinted at enhancing its delivery and returns infrastructure to support a more seamless online shopping experience for Ontarians.
Retail Trends: A Symptom of a Broader Shift
Decathlon’s move aligns with a broader trend in Canadian retail. Brick-and-mortar stores are under increasing pressure as more consumers shift toward online shopping, especially in urban centers. The cost of leasing large spaces, hiring staff, and maintaining physical inventory has led many international and domestic retailers to downsize or close underperforming locations.
Ontario, while being a lucrative market, is also one of the most competitive. Global brands, homegrown companies, and online-only players are all vying for a share of the Canadian consumer’s wallet. For Decathlon, the cost-benefit equation of maintaining expansive stores in Ontario may no longer be sustainable.
Why Quebec Worked, But Ontario Didn’t
Decathlon’s continued success in Quebec contrasts with its challenges in Ontario. There are a few reasons this discrepancy may exist:
1. Brand Recognition: Decathlon built brand loyalty in Quebec early, opening stores in suburban areas where big-box retail still thrives. In Ontario, despite significant marketing efforts, brand awareness lagged.
2. Cultural Fit: Quebec consumers may be more familiar with Decathlon from its strong European presence, making them more likely to trust and embrace the brand.
3. Operational Costs: Ontario cities, particularly in the GTA, have significantly higher commercial real estate and labor costs than many areas of Quebec.
4. Market Saturation: Ontario’s sporting goods retail landscape is crowded with established players such as Canadian Tire, Sport Chek, MEC, and big-box competitors like Walmart and Costco. Carving out a unique niche has proven difficult.
What’s Next for Decathlon Canada?
Despite the Ontario retreat, Decathlon is not exiting the Canadian market. Instead, the company is expected to double down on:
E-commerce Expansion: Enhancing its online storefront, delivery logistics, and virtual customer service to reach consumers across Canada, especially in provinces where it lacks physical presence.
Quebec Market Leadership: Continuing to grow and innovate in Quebec, where the brand still enjoys robust performance and high customer satisfaction.
Pop-Up Stores and Smaller Footprints: Some analysts speculate Decathlon might test smaller, pop-up formats or experiential retail hubs rather than full-scale stores in urban areas.
This approach would mirror trends seen in other international markets, where the brand has evolved beyond the traditional warehouse-style model.
Consumer Reactions: Disappointment and Understanding
Reaction to the news on social media and retail forums has been mixed. Many loyal customers expressed disappointment over losing the ability to interact with Decathlon’s unique in-store experience. Others acknowledged the shifting retail landscape and expressed hope that Decathlon’s online service would remain strong.
> “Sad to see it go, I loved testing out gear before buying,” said one Brampton customer on Reddit. “But if their online store keeps improving, I’ll still buy from them.”
> “I discovered Decathlon while traveling in Europe and was so excited when they came to Ontario,” another commenter added. “Really hoping they make a comeback someday.”
Conclusion: A Strategic Retrenchment, Not a Surrender
- Decathlon Canada’s decision to shutter most Ontario locations is a sobering reflection of the challenges facing international retailers in today’s fast-evolving retail environment. While it represents a notable retreat from the country’s most populous province, it’s also a calculated step toward sustainability and future growth.
By doubling down on regions where it thrives and investing in digital infrastructure, Decathlon is positioning itself for a more focused, resilient future in Canada. For now, loyal fans in Ontario may have to shift their shopping habits online—but Decathlon’s Canadian journey is far from over.