Decathlon and IKEA team up in Croydon

A London retail destination has been reimagined as two global brands have joined forces to create a combined shopping experience focused on home and wellbeing.

Decathlon and IKEA have launched a new pilot at Valley Retail Park in Croydon, bringing a 1188sq metres Decathlon store inside IKEA’s existing site. 

The concept aims to blend home furnishing and sporting goods into a single, accessible destination.

As part of Decathlon’s 50th anniversary strategy, the move tests new ways to integrate sport into everyday routines by positioning its offer within a high-footfall retail environment.

At the Croydon hub, more than 5000 products across 70 sports are available, with ranges tailored to local demand including cycling, fitness, running and outdoor activities.

Designed as a compact but technically curated space, the store uses high-density merchandising to maximise choice while maintaining efficiency.

A key focus of the pilot is improving accessibility through integrated services. Customers can access Decathlon’s full online range via Click and Collect, while in-store Buy Back and Second Life initiatives support circular retail by extending the lifespan of products.

The collaboration reflects a broader shift in retail strategy, combining complementary brands to create more convenient and experience-led shopping environments.

Elena Pecos, chief executive 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 chief executive and chief sustainability officer at IKEA UK and Ireland, 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.”

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