Decathlon to open shop-in-shops at supermarkets

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French sports store chain Decathlon will open pick-up points and shop-in-shops at supermarkets.

The very first, 120 square meters big, will open at an Asda-store in Watford, UK, and contain a small section of its product range and promote online orders.

RetailDetail writes that Decathlon has been looking for additional locations in Great Britain, but that free space for stores over 4,500 sqm is hard to find.

At the same time Asda CEO Andy Clark has said he would like to collaborate with other retailers to purposefully fill the empty spaces in the largest of his own supermarkets.

In Sweden, Decathlon has so far only opened two stores – and closed one of them. New CEO Amir Golkar said in August his prime target is the online business.