JD.com Takes Over Former Decathlon Site in Willebroek
Chinese e-commerce giant JD.com is establishing a nearly 50,000-square-meter distribution center at the former Decathlon site in Willebroek, Belgium, according to an announcement from VRT NWS. The long-term lease agreement, signed with Belgian logistics real estate company Montea, represents a significant expansion of JD.com’s European logistics infrastructure.
Strategic Location
The warehouse, located at Park De Hulst on Schoondonkweg 10 in Willebroek, boasts a gross leasable area of 47,600 square meters and was originally developed in 2017 for Decathlon. The facility is among the ten largest assets in Montea’s portfolio and includes 46,442 square meters of warehouse space, 1,024 square meters of office space, 19,754 square meters of mezzanine, 260 parking spaces, and 40 loading docks.
The site’s strategic position between Antwerp and Brussels, with direct connections to the A12 and E19 highways and proximity to the Brussels-Scheldt canal and Willebroek container terminal, was a key factor in the decision. “The site is located between Antwerp and Brussels, with connections to the A12 and E19 and in the vicinity of the Brussels-Scheldt canal and the Willebroek container terminal,” said Xavier Van Reeth, Country Director Belgium at Montea, as reported by Transportmedia.
Expanding European Footprint
JD Logistics, the logistics arm of JD.com, will use the site for the further expansion of its e-commerce activities in Belgium and Luxembourg. The warehouse will be equipped with a high degree of automation focused on efficient storage, processing, and distribution of online orders.
“This agreement confirms that scarce, high-quality logistics top locations in Belgium remain particularly sought after,” Van Reeth stated in a press release published by Emerce. “The site in Willebroek combines a sustainably equipped warehouse with an exceptional location between the A12 and E19, near the Brussels-Scheldt canal and the Willebroek container terminal. This makes the site particularly suitable for the further development of e-commerce and fulfillment activities.”
The move follows JD.com’s launch of its Joybuy online store in Belgium and other European countries in March 2026, as reported by VRT NWS. Joybuy is the rebranded successor to Ochama, JD.com’s earlier online supermarket initiative in Europe. The platform offers a wide range of products, from household appliances to clothing and food, positioning itself as a Chinese answer to Amazon and Bol.
From Decathlon to JD.com
The warehouse was built in 2017 for Decathlon, with Montea purchasing the build-to-suit project from developer MG Real Estate for €31.6 million. In April 2024, Decathlon announced plans to end logistics activities at the Willebroek site by the end of that year, affecting 132 jobs out of approximately 163 employees, as documented by VRT NWS. The French sports retailer cited the transformation of its European logistics network to better meet changing customer needs.
Broader European Ambitions
JD.com’s expansion in Belgium is part of a wider European strategy. The company, which is China’s number one retailer by revenue, is also in the process of acquiring Ceconomy, the parent company of electronics chains MediaMarkt and Saturn. JD.com took a nearly 32% stake in Ceconomy in July 2025 with the intent of a full takeover, a deal valued at €2.2 billion.
The acquisition has faced regulatory hurdles. Austria initially blocked the takeover in March 2026, though Germany opened the door in June. The European Commission has also sent a statement of objections to JD.com regarding potential state subsidies in the Ceconomy acquisition, with a deadline of October 2.
Economic Context
The Willebroek lease comes at a challenging time for JD.com. The company reported its first quarterly revenue decline in more than a decade in Q2 2026, with revenue down 2.9% year-on-year to approximately €44.4 billion, as reported by NRC. Despite the revenue dip, net profit rose 14.5%, and the company’s stock fell about 15% following the announcement.
CEO Sandy Xu noted that Joybuy’s revenue has doubled this year, though the European webshop remains loss-making. “As Joybuy continues to grow, economies of scale will emerge and margins will improve,” Xu said.
What’s Next
The Willebroek distribution center is expected to support the growth of JD.com’s e-commerce activities in Belgium and Luxembourg, with the warehouse’s high degree of automation designed for efficient handling of online orders. Financial details of the lease agreement were not disclosed.
Industry observers will be watching how JD.com navigates the regulatory landscape for its Ceconomy acquisition while simultaneously building out its logistics network across Europe. The company’s ability to balance aggressive expansion with profitability in a competitive European e-commerce market will be a key story to follow in the coming months.