IKEA has announced a pioneering retail partnership that will see the UK's first Decathlon store open within its Croydon location this spring. This innovative collaboration marks a significant first for the Swedish furniture giant in the British market, blending home furnishings with sports equipment under one roof.
A Groundbreaking Retail Concept
The new Decathlon outlet will occupy a dedicated 1,188 square metre unit inside the expansive 25,000 square metre IKEA Croydon store. It will feature its own customer entrance, operating as a distinct shop while complementing IKEA's extensive range of home products. This strategic move is designed to transform the Croydon branch into a comprehensive lifestyle destination, allowing shoppers to furnish their homes and explore sporting interests simultaneously.
Responding to Consumer Trends
This partnership directly addresses findings from IKEA's recent Life at Home Report 2025, which revealed that 36% of UK residents consider pursuing hobbies and personal interests their primary source of enjoyment at home. The Decathlon section will cater to this trend by offering over 5,000 carefully selected products across various activities including hiking, camping, running, fitness, swimming, and cycling.
Sustainability and convenience will be central to this new retail hub. Initiatives such as Buyback programs aim to keep high-quality gear in circulation, while Click & Collect services will ensure a seamless shopping experience for customers combining home and sports purchases.
Strategic Expansion and Innovation
Kim Chin-Sung, Market Manager for IKEA Croydon, emphasized the store's evolving role: "We first opened IKEA Croydon back in 1992 and since then, the way people shop has changed. At IKEA, we believe that our physical stores have a vital role to play as shopping destinations that inspire customers."
"The new Decathlon unit coming to IKEA Croydon represents our latest investment in reimagining retail spaces to maximize value for both customers and co-workers," Chin-Sung added.
This development forms part of IKEA's broader UK expansion strategy, which has seen the company open seven new stores last year alone. These included two city centre locations on London's Oxford Street and in Brighton, two Plan and Order Points in Hull and York, and three small format stores in retail parks across Harlow, Norwich, and Chester.
Decathlon's Mission Alignment
Mónica Cedres, London City Leader for Decathlon UK, highlighted the partnership's significance: "At Decathlon, our purpose is to bring people together through sport to make wellbeing accessible for all. This new home at IKEA Croydon represents a bold step in our mission to help more people across the UK and Ireland become active."
"This collaboration marks the next phase in our retail journey to create personalized local destinations where our passionate team of sports experts can help customers rediscover or find their new favourite activity," Cedres concluded.
The spring opening promises to deliver a unique shopping experience that merges home design with athletic pursuits, setting a new standard for retail innovation in the UK market.
