A new retail partnership between IKEA and Decathlon has opened in Croydon, aiming to reshape how people shop.

The project brings together home and sports retail under one roof to create a combined “home and wellness destination.”

Decathlon’s new 1,188-square-metre store is located inside IKEA’s 25,000-square-metre Croydon branch, marking the first time the sports retailer has opened within a UK “blue box” IKEA store, London Now reports, where further details of the partnership can be read.

Elena Pecos, CEO of Decathlon UK and 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.”

The pilot aims to combine home furnishings with sports retail to deliver a new, convenient shopping experience.

It also supports Decathlon’s 50th anniversary celebrations and marks a strategic shift to meet customers where they already shop.

The space uses a high-density layout to offer more than 5,000 technical products across 70 sports, with a selection tailored to the needs of South London shoppers.

Key sporting categories on display include hiking, camping, cycling, fitness, running, swimming, and football.

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.”

Both brands hope the partnership will increase accessibility to sports equipment while enhancing the everyday retail journey.

Sustainability and convenience also form a key part of the offering.

Decathlon’s Croydon hub features a dedicated Click & Collect point, allowing customers to shop the full online range and pick up orders during their IKEA visit.

Buy Back and Second Life services are also available on site, supporting a circular economy and extending the use of quality gear.

The partnership is designed to leverage IKEA’s high customer footfall while providing a technically curated sports offering in a fresh retail format.