Decathlon UK have announced the opening of a concession store at Tesco’s Culverhouse Cross supermarket near Cardiff, Decathlon’s first store opening in Wales, as the company continues to expand its physical presence across the UK. Following the recent openings of new stores in Leeds and Bromley, the latest addition to the brand’s expanding portfolio means Decathlon now has physical stores in all 4 of the UK’s nation states. Decathlon now has a total of 47 stores and, along with their website and mobile app, this presence underlines their commitment to serving the whole of the UK.
Decathlon has long wanted to open a store in Wales, home to some of the most stunning landscapes and most passionate sports fans, providing plenty of inspiration for people to get active. There has been strong customer demand for many years and in 2020 online sales in Wales soared to almost £2.5m, with many customers expressing their wish to have a local Decathlon store as well. This new store will support this online demand with a new click and collection location and also deliver the experience that Decathlon customers in Wales crave.
The store launches with a team of 12 teammates and is forecasted to serve 90,000 local customers in its first year. Spanning over 14,000 sq ft, it includes a carefully selected range from over 70 sports for customers to enjoy. For Tesco, this tried and tested method will successfully make use of this space, driving increased footfall and extending customer dwell time. Decathlon will also be able to reach out to a new audience, which they hope to inspire to be more physically active through sport.
Lucia Varone, Decathlon Culverhouse Cross Store Leader, said: “We’re delighted to open Decathlon in Wales at Culverhouse Cross. Wales is a passionate sporting country and our teammates can’t wait to engage with our new customers, making sport more accessible for everyone in Wales. Following the success of our online business in Wales, we’re confident our store will attract new customers. We’re able to offer a range of sports in store, providing a new experience for our customers. Additionally, the partnership with Tesco will allow us to speak with customers who might not have shopped with us before, giving us the opportunity to inspire them to lead active and healthy lifestyles.”
