Following a successful opening weekend that welcomed thousands of shoppers, Decathlon and IKEA UK have officially unveiled their landmark retail pilot at Valley Retail Park, Croydon. This collaboration marks a significant evolution in physical retail strategy, merging home furnishing and sporting goods into a single, seamless customer experience.
The new 1,188-square-metre Decathlon store is the first of its kind to be situated within a UK IKEA blue-box store. The move represents a deliberate relocation strategy, transitioning to a more efficient, technically-curated hub that meets the community exactly where they shop.
Redefining retail accessibility
The Croydon pilot is part of a broader commitment to innovation as Decathlon celebrates its 50th year. By co-locating with IKEA, the brand is prioritising strategic proximity to ensure that its technical offering is more accessible than ever. The pilot is designed to capitalise on and attract high-frequency footfall, creating a powerful synergy between two global brands driven by a shared commitment to delivering market-leading value for everyday life.
This partnership enhances that promise by pairing IKEA’s iconic home expertise with Decathlon’s high-performance technical range. Ensuring that quality equipment for an active lifestyle is no longer a luxury, but a natural extension of the modern retail journey
Elena Pecos, CEO at Decathlon UK & Ireland, 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.”
Mostafa El Garaa, Interim CEO and Chief Sustainability Officer at IKEA UK and Ireland, said: “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.”
Technical curation at scale
Despite its compact footprint, the store utilises a high-density merchandising approach to house over 5,000 technical products across 70 sports. The offering has been technically curated to match the specific interests of the South London catchment, featuring elevated environments for priority sporting categories including:
- Hiking, Camping, and Climbing
- Cycling (MTB & Kids)
- Fitness Equipment and Training
- Running, Swimming, and Football
Circularity and the Omnichannel Journey
As a “sports partner for an active lifestyle,” Decathlon has integrated high-value services into the heart of the Croydon hub to support the full customer lifecycle:
Seamless Omnichannel: A dedicated Click & Collect pick-up point allows customers to access Decathlon’s full online catalogue with the convenience of an IKEA trip.
Circularity Leadership: Integrated Buy Back and Second Life initiatives are available immediately, aligning with both brands’ commitment to a circular economy and keeping high-quality gear in play for longer.
