Decathlon and Lucky Brand open stores in Buenos Aires: dates and locations

The City of Buenos Aires adds two new international brands to its commercial offering, thanks to the macroeconomic development imposed by Javier Milei. These are Decathlon, the French chain of clothing and sports equipment, and Lucky Brand, the American clothing brand that opens its doors this Wednesday, September 23, while the other is scheduled for mid-October.

Lucky Brand will have its store located in Dot Baires open and will mark the formal start of the brand's operations in the country, following the launch of its online store in June. The company was founded in Los Angeles in 1990, and its development in Argentina and the region is managed by the Oxford Polo Club group, led by brothers Julián, Laura, and Alejo Itzkovici.

For the first year of operations, the company estimates a revenue close to 5 billion pesos, driven by e-commerce, exclusive stores, and the wholesale channel. The plan includes participating in 50 points of sale and opening about 30 own stores.

Decathlon arrives at Abasto with its first store in CABA

On the other hand, Decathlon will inaugurate its third store in Argentina and the first in the City of Buenos Aires on October 17. The store will occupy the second floor of the Abasto shopping center, covering an area of 2,470 square meters and generating 53 jobs. It will offer a catalog oriented to 65 disciplines, designed for both beginners and experienced athletes, with a special focus on fitness, swimming, mountain sports, trekking, and camping.

As part of the inauguration, the first 200 people who enter the store will receive a gift card with amounts ranging from 40,000 to 200,000 pesos, valid only during that day and redeemable throughout the store.

“The arrival of Decathlon at the Abasto shopping center is a very important step for us. This store allows us to be closer to a large community of athletes and share sports with them from day one,” said Francisco Tedin, COO of Decathlon Argentina.

This opening is part of an expansion plan that includes 20 stores and an investment of 100 million dollars over the next five years, creating 750 direct jobs. The next inauguration is scheduled for November at the Portal Rosario shopping center. The French chain returned to the country in 2025: the first store opened in November at the Al Río Complex, on Avenida del Libertador at 100, and in June of this year, it added its second store in Córdoba.