Decathlon has opened a new smaller-format store in the heart of Bromley’s town centre.

The London store, spanning 10,000 sq ft, marks a change from the brand’s larger units, which are usually located in retail parks on the outskirts of towns. 

Customers will still be able to locate items from around 70 sports, spread across two floors. 

Visitors will also be encouraged to download the recently relaunched Decathlon app, which will allow them to scan products across the store for product information and reviews.

There is a wide selection of cycling and camping equipment available in store as consumers prepare for an increase in outdoor activities this summer. A workshop will also allow customers to service and repair their bikes at a central location.

Decathlon’s sustainability focus is paramount throughout the store. A wooden bike features in an Eco Product corner as Decathlon promotes a range encouraging both sustainability and fitness.

The brand’s Second Life initiative has a dedicated area in store where consumers can purchase used or marked goods at a lower price. The refurbished products come with the same warranties as a brand-new product would.

Bromley store leader Javier Pazos García said: “Sports is about challenges and the Decathlon Bromley team has a really big one: to sustainably make the benefits and pleasure of sports accessible in our local community.

“A core element of the store story is our focus on sustainability, which has been a central pillar in Decathlon’s mission for many years now.

“Customers will benefit from our Second Life project, preventing products from going to waste, and a wide range of eco-designed products designed to reduce their impact on the environment during their whole lifespan.

“We’re most excited to connect with all of our local sports enthusiasts and inspire the local population with the benefits of an active lifestyle.

“Engaging with the Bromley community and building strong connections will be crucial. We’re counting on our amazing team of sports advisers and our huge range of products and services to empower our customers to live healthier and more active lifestyles.”