IKEA is testing a new business model by allowing other major brands to open stores within its own locations.
The latest partnership announced involves Decathlon entering the IKEA store in Croydon, south London, with an opening scheduled for spring.
The space allocated to Decathlon will occupy approximately 1.188 square meters within the 25 square meter IKEA store. It will have its own entrance for customers, making this the first time a major international brand has been invited to operate within an IKEA store in the United Kingdom.
Enhance attractiveness and maximize space utilization.
Traditionally known for its large suburban stores, IKEA has been rethinking the physical format with smaller urban stores, showrooms , and digital services.
According to the company, complementary experiences and diversified offerings “can encourage more people to visit stores and interact with products in new ways.”
Other similar pilot programs are already underway in other European markets. In Austria, IKEA is remodeling its Klagenfurt store to make room for home and garden retailers. And in Sweden, it has already installed smaller stores for partners such as Kjell & Company, focused on technology and smart home products.
