Why is Decathlon the people’s champion?

Decathlon flags

Retail Week discovered where the sector’s CEOs love to shop last week and while there were many of usual suspects – breath-taking stores such as Selfridges, Liberty and Paul Smith – a number of bosses opted for Decathlon.

“Decathlon is brilliant,” said Eve Sleep chief executive Cheryl Calverley. “Not least because we can lose three hours on a rainy Saturday as the kids try out the archery, bounce on the trampoline and ride the skateboards.”

Topps Tiles boss Rob Parker agreed: ”Speaking as a customer, it is a category killer with great value on offer and lots of space to showcase new products and create some theatre. As a retailer, I admire the scale of range and depth of own-brand penetration.”

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