Furniture retailer Ikea and sports retailer Decathlon have unveiled their store within a store concept, in what could be a precursor to a dedicated dual effort to promote circularity in retail.
Thousands of shoppers visited the first-of-its kind retail pilot at Valley Retail Park, Croydon, this weekend, as the 1,188 sq m Decathlon shop opened in an Ikea blue-box store.
Sustainability bosses at both retailers told Green Retail World last month the opening could be the start of a wider partnership to promote circularity and best practice in sustainable business.
Chris Allen, director of sustainability at Decathlon UK, and Greg Lucas, UK & Ireland sustainability manager for Ikea, told this publication the partnership presented a chance to augment each other’s already comprehensive work in building more circular business models within their organisations.
There is a desire among both retailers to promote the commercial and customer benefits of selling used stock, return schemes, and repair services.
The bigger picture
Aside from any circularity play, by co-locating with Ikea, Decathlon is bringing its technical offering to a wider audience as the pilot is designed to capitalise on and attract high-frequency footfall.
Elena Pecos, CEO at Decathlon UK & Ireland, commented: “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 & chief sustainability officer at IKEA UK & Ireland, who is in the role until David McCabe assumes the job on 1 July, called the tie-up “a convenient one‑stop destination where customers can design their homes and discover the joy of being active, all under one roof”.
Some 5,000 technical products across 70 sports are being merchandised by Decathlon at the site.
Categories covered in the store include: hiking, camping, and climbing; cycling, fitness equipment and training; running; swimming; and football.
Integrated circular offerings, including Ikea’s ‘Buy Back’ and Decathlon’s ‘Second Life’ initiatives, are established in the new-look Croydon store.
Buy-back collaborations are among the initiatives being discussed by the respective regional sustainability leadership teams, as ways to further promote circularity to consumers in the months ahead.
[image credit: Green Retail World]
