Decathlon to Launch Inside IKEA Croydon in Groundbreaking UK Alliance
IKEA has announced a pioneering partnership with Decathlon, set to debut a brand-new Decathlon store within its Croydon location this spring. This innovative collaboration represents the first time such a retail integration has been attempted in the United Kingdom, aiming to transform IKEA Croydon into a comprehensive lifestyle hub for customers.
Standalone Store with Dedicated Entrance
The Decathlon outlet will operate as a standalone unit, featuring its own customer entrance and encompassing 1,188 square metres of retail space. This is situated within the expansive 25,000 square metre IKEA store, creating a seamless shopping experience where patrons can explore home design inspirations at IKEA while simultaneously discovering new sporting passions and active lifestyle gear at Decathlon.
Shared Vision for Accessible Quality
Both retailers are united by a commitment to delivering well-designed, high-quality products at accessible prices, fostering a better everyday life for consumers both inside and outside the home. This partnership is strategically aligned with insights from IKEA's latest Life at Home Report 2025, which reveals that over a third (36%) of UK residents cite hobbies and personal interests as their primary source of enjoyment at home.
Curated Product Selection and Sustainability Focus
Decathlon will offer a curated selection of more than 5,000 products across diverse categories such as hiking, camping, running, fitness, swimming, and cycling. The store will emphasize circularity through services like Buyback, aimed at keeping high-quality gear in circulation, alongside Click & Collect options for a streamlined shopping journey. A local team of passionate sports experts will support customers and unveil launch activities and opening offers in the near future.
IKEA's Evolution and Strategic Expansion
This initiative underscores IKEA's ongoing adaptation to evolving consumer needs, building on previous innovations such as transforming stores into fulfilment units in 2019 and introducing co-working spaces in locations like Greenwich. Kim Chin-Sung, Market Manager for IKEA Croydon, highlighted the store's role since its 1992 opening, stating that this investment reimagines physical spaces to maximize value for customers and co-workers.
Mónica Cedres, London City Leader for Decathlon UK, emphasized the brand's mission to make wellbeing accessible through sport, noting that this new location at IKEA Croydon is a bold step in helping more people across the UK and Ireland embrace active lifestyles. This move is part of IKEA's broader UK expansion strategy, which last year included opening seven new stores in various formats, from city-centre outlets to smaller retail park locations.
