Store gallery: Ikea welcomes Decathlon to Croydon store

Decathlon has opened a home and wellness destination within Ikea Croydon’s 25,000 sq m store to celebrate the sport retailer’s 50th anniversary.

The 1,188 sq m Decathlon hub marks a “significant evolution” in physical retail to merge home furnishing and sporting goods into one unified customer experience.

It represents the first of its kind to be located within a UK Ikea store, and reflects a relocation strategy to make it a more efficient space to meet the community where they shop.

The pilot in Croydon forms part of a wider commitment to innovation and to being more accessible than ever. It aims to take advantage of and increase the high footfall to drive synergy between the two global retailers.

There are also click-and-collect and circularity services integrated for a complete omnichannel journey. 

Decathlon chief executive of UK and Ireland Elena Pecos said: “This partnership with Ikea Croydon represents a bold new chapter in how we bring people together through sport to make wellbeing accessible for all. 

“By joining forces with a much-loved brand that shares our values, we’re creating a unique destination that proves sport and home life go hand-in-hand. We can’t wait to see the South London community enjoy this seamless new way to shop for their homes and their health all under one roof.”

Ikea UK and Ireland interim chief executive officer and chief sustainability officer, Mostafa El Garaa, added: “We’re excited to welcome Decathlon to Ikea Croydon and to see this pilot partnership come to life as a convenient one‑stop destination where customers can design their homes and discover the joy of being active, all under one roof.

“As the first UK store of its kind, Ikea Croydon reflects how we continue to reimagine our stores to better meet customer needs and deliver even greater value to the community.”