IKEA has unveiled plans to open a new Decathlon store within IKEA Croydon this spring. The Decathlon store will be a standalone unit with a dedicated customer entrance, spanning 1,188 sqm of retail space within the 25,000 sqm IKEA store.
IKEA says the move will see IKEA Croydon become "a one-stop shopping destination for lifestyle needs where customers can be inspired and design and create their dream home spaces at IKEA, alongside discovering new sporting passions and the joy of being active at Decathlon".
IKEA Croydon will be the first UK store to pilot this partnership, offering a selection of 5,000+ products across hiking, camping, running, fitness, swimming, cycling and more. The one-stop destination will also champion circularity, offering services such as buyback and click-and-collect.
As the brand transitions to its new home, local customers and members will be fully supported and kept informed every step of the way, says IKEA. Plans will soon be revealed around launch activities and opening offers delivered by a local team of sports experts.
Kim Chin-Sung, market manager for IKEA Croydon, says: “We first opened IKEA Croydon back in 1992 and since then, the way people shop has changed. At IKEA, we believe that our physical stores have a vital role to play, as a shopping destination and to inspire customers. The new Decathlon unit coming to IKEA Croydon is the latest example of us investing in and reimagining our stores to ensure customers and co-workers continue to get the most out of these spaces.”
Mónica Cedres, London city leader, Decathlon UK, adds: “At Decathlon, our purpose is to bring people together through sport to make wellbeing accessible for all. This new home at IKEA Croydon represents a bold step in our mission to help more people across the UK and Ireland become active. This is the next step in our retail journey to create a personalised local destination where our passionate team of sports experts can help customers rediscover or find their new favourite activity.”
This is the first time the retailer has hosted another global brand in one of its ‘blue boxes’. Javier Quiñones, commercial manager at Ingka Group IKEA, says: “Our ambition is to become as accessible as ever and give customers more reasons to visit us wherever they are on their home journey. By testing new ways of using our retail space together with other retailers, we want to further evolve our stores into inviting destinations that reflect what customers want today – convenience, inspiration and an expanded offer.”
Similar co-operations have been announced in other IKEA markets. In Austria, the company is investing €11m in the biggest revamp of its store in Klagenfurt since it opened 17 years ago. Once the renovation is completed this autumn, around 2,600 sqm will be made available for other retailers, including discount home and garden specialist, Thomas Philipps, and customers will find new interactive areas for families as well as added home furnishing inspiration.
In Sweden, IKEA has launched a pilot with Kjell & Company, a Nordic consumer electronics retailer, in its two stores in Stockholm and Kalmar. The in-store offer focuses on smart home and technology products that complement the IKEA offer.
