Asda to trial Decathlon shop-in-shop

Asda is partnering with Decathlon to launch a pilot shop-in-shop format for the French sports retailer in its supermarkets.

The pilot will launch in Asda’s Watford superstore, covering 1,300 square foot of space, and will predominately used as a click-and-collect shop allowing Decathlon shoppers to pick up sportswear pieces while doing their grocery shopping. The space will also offer a limited range of items for sale, and shoppers will be able to browse the full Decathlon offering on screens in the shop.

The move is part of Decathlon’s bid to increase its UK profile, currently the French retailer which has a 900-strong store portfolio globally only has 18 shops here in the UK, and the addition of click-and-collect points will aid its expansion.

If the trial is successful, it is expected that the Decathlon shop-in-shop format will roll out to more Asda stores across the country.