Decathlon UK reopens flagship store after £14m upgrade

Multi-sports retailer Decathlon UK has unveiled a new store format for its flagship Surrey Quays store following a £14m makeover.

The store has been transformed into a 90,000 sq ft sports complex where customers can try their hand at more than 70 different sports using Decathlon’s extensive range of products and equipment.

The revamped store has a host of unique features including a rooftop multi-sports playing field, 3D tennis and golf simulators, a mini badminton course, mini golf course and bike testing stations. Customers can even put Decathlon’s snorkeling equipment through its paces in a mini aquarium.

Established in France in 1976, Decathlon opened its first UK store at Surrey Quays in 1999. It now has 42 sites across the UK and plans to grow its estate to 300 stores during the next decade.

The company’s ethos is to make sport accessible to as many people as possible, whatever their ability, experience or budget. In practice this means always offering the lowest prices, investing profits into research and development, and manufacturing products in their wholly-owned factories.

John Butcher, Decathlon UK Marketing Director, said: “The new Surrey Quays store has doubled in size and makes a statement about our plans to invest and grow in the UK. There are few, if any, retail facilities like this in the country where shoppers can participate in more than 70 different sports in a purpose-built setting.”

The Surrey Quays store stocks more than 13,000 product lines covering clothing and equipment for sports, including running, fishing and water sports, to golfing, swimming, and Yoga. The Quechua Air Seconds 4.1 Family Camping Tent and B’twin Triban 500 Road Bike are currently some of the bestsellers amongst shoppers in the local area.

As part of Decathlon’s mission to make sport accessible to the many, local sports teams, clubs and groups of friends will be able to use the rooftop multi-sports playing field and in-store meeting spaces for free.

John Butcher added: “Decathlon is all about engaging with families as our mission is to bring the fun and benefits of sport to everyone in the local community.”

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