Decathlon aims to raise brand awareness with its standalone click-and-collect format, which it is trialling in Old Street Tube station in London.
The French sports retailer is seeking additional locations for the format in the Southeast and cities including Manchester and Birmingham after being pleased with the initial results, according to Decathlon UK marketing director John Butcher.
The 377 sq ft Old Street store, which is significantly smaller than Decathlon’s traditional 10,764 sq ft branches, operates as a satellite of the Surrey Quays store and will be run by the latter’s store manager.
Decathlon has a three-month lease on the Old Street store and each week will showcase a different product range.
At present it is displaying its Oxelo scooter range and next week will showcase the skiing rental service it runs in partnership with Skimium.