Ekosport opens a second store in Paris Montparnasse

A retailer specializing in outdoor and mountain sports, Ekosport has opened a second store near the iconic Montparnasse Tower. Marathons.com spoke with the team during a group run organized in collaboration with Asics.

After the Right Bank, the Left Bank. Ekosport, a major player in specialized outdoor equipment, has opened its second store in Paris. The brand has set up at 73 boulevard du Montparnasse, in the space of a former cinema. This opening follows the one launched at the end of 2024 in the Madeleine district, on boulevard des Capucines.

| Bridging the gap between the two banks

“This second store, which opened just a few weeks ago, is part of a broader plan we had in mind for Paris,” explains Frédérick Herbst, CEO of Ekosport. The strategy of the family-owned company from Savoie is twofold. First, building brand awareness — with the aim of making the chain known on a national scale, through direct contact with customers. “If we open in the capital, it will be easier for us to expand into cities like Toulouse or Strasbourg.” Paris is seen as a key step in the brand’s growth and territorial expansion.

The second objective is to attract the outdoor community. Half of French skiers come from the Île-de-France region — a well-known audience for the company. “They’re generally multi-sport. Very often, running is at the core of their practice,” notes Frédérick Herbst.

The opening of this second 1,000 m² store, spread over two floors, “bridges the gap” with the Madeleine location, which spans 1,400 m². “Our two customer bases don’t really overlap — there’s a true Right Bank and Left Bank community. The two stores operate together, but the consumers are different, which is why we chose to create two separate spaces.”

| Bringing the strategy to life with Asics

Wearing the Asics Superblast 3, around twenty participants ran from Madeleine to Montparnasse during a group run organized to mark the opening. The route, shaped like a “K,” was designed in collaboration with Asics as a nod to the Ekosport logo.

Brands are at the core of the group’s strategy. Strava challenges were also launched, with running shoes up for grabs. “Asics is one of the group’s key strategic brands, helping us accelerate in the running segment,” the specialist explains.

| Europe’s leading ski retailer expands into running

The retailer, founded in the mountains of Chambéry in 2007, aims to “connect consumers with the outdoor world through brands, and act as a trusted partner by providing the right advice with the right products.” With an omnichannel strategy — 60% of sales online and 40% in-store — Ekosport plans to continue expanding in Paris.

As Europe’s leading ski retailer, with 50,000 pairs sold, the company remains focused exclusively on outdoor activities. There’s no equipment for racket sports or water sports here. Alongside winter gear, trail running — and more recently road running — is taking on an increasingly important role.

Beyond this diversification, the chain is strengthening its presence at events, notably through partnerships with races like the 10 km de Montmartre and the Paris Half Marathon. Ekosport is sending a clear message. Bib collection for certain competitions is now done directly in-store, helping to build closer ties with runners. “We’re not just retailers — we also support our community through sport, in Paris and across the regions,” says Frédérick Herbst.

This presence also extends to winter sports, particularly with events like the Critérium de la Première Neige, a Ski World Cup stage in Val d’Isère.

Informations pratiques
Adresse : 73 Bd du Montparnasse, 75006 Paris
Téléphone : 01 84 79 46 40

With the opening of this second store, Ekosport reinforces its ambition to be as close as possible to its customers. Beyond digital, the Savoy-based company is continuing its national expansion strategy, rolling out new stores and forming partnerships with races. The brand is also aiming to strengthen its position in the running segment, moving beyond its traditional focus on winter sports.

➜ Discover the official website of Ekosport

Emma BERT
Journaliste