Decathlon had told us already for several weeks: Artengo will no longer be the reference brand in the padel for the French group. Kuikma will be the new brand 100% dedicated to the padel for Decathlon. A strategic choice, a risky choice?
A strategic choice linked to padel development
It is a mark whose meaning is clear and which is obviously close to the values of the padel. Good pick (and idea) from Decathlon.
A thoughtful strategy
On the other hand, can this change of brand from Artengo to Kuikma affect future sales?
Not easy. In any case, it is a bet calculated and reflected by Decathlon. Yes Artengo is a well known brand at Decathlon, yes Artengo is a leading brand in padel in Spain, but yes Artengo is not a brand 100% padel. And compared to its competitors, this may be at some point a drag.
While Artengo is one of the leaders in the padel sector for beginners and intermediate players, Decathlon decides to create this new brand Kuikma. A new brand that will take off the 6 next February in Lille after the press conference organized by Decathlon.
Kuikma's thinking does not seem to date from yesterday. Chance or not, we notice that Artengo had already launched a model padel balls under the name of Kuikma. Balls that are still sold elsewhere at Decathlon in Spain. Has this been done thoughtfully? In any case, this also allows to prepare consumers. They will indeed be less distracted. And coincidentally, the Kuikma model offers Artengo intermediate / high end padel balls at the price of 7 € ...
Another element, the padel is international and Decathlon wishes to lay clear and defined bases as soon as possible before it may be too late. Because yes Artengo is certainly a popular brand, but it is also a brand that is related to low-priced products. But in the padel, we see that some models exceed the 200 € ... Not easy to propose a racket padel Artengo 200 € ...
With Kuikma, it is to offer to Decathlon the possibility to propose in the long term more upmarket models .... But obviously, for now, we do not know more. It will be necessary to wait for 6 next February to know the future strategic line of Decathlon.
Franck Binisti discovers the padel at the Pyramid Club in 2009 in the Paris region. Since then padel is part of his life. You often see him touring France by going to cover the big French paddle events.