As customer expectations and shopping behaviours continue to evolve, Ingka Group, the largest IKEA retailer, is developing new ways to make the physical store experience even more relevant, convenient and inspiring for customers. Across markets, the company has started piloting cooperations with third-party retailers, bringing their complementary products and services together under one IKEA roof.
Today, in the UK, Ingka Group announced plans for a Decathlon store to open within the IKEA store in Croydon – marking the first time the retailer will host another global brand in one of its ‘blue boxes’. The Decathlon store will be a standalone unit with a dedicated customer entrance, spanning 1,188 m² of retail space inside the 25,000 m² IKEA store. Customers will not have to wait long, with the doors set to open this spring.
Javier Quiñones, Commercial Manager at Ingka Group IKEA
“Our ambition is to become as accessible as ever and give customers more reasons to visit us wherever they are on their home journey. By testing new ways of using our retail space together with other retailers, we want to further evolve our stores into inviting destinations that reflect what customers want today – convenience, inspiration and an expanded offer.”
Croydon will be the first IKEA store in the UK to pilot this concept, after similar cooperations have been announced in other IKEA markets. In Austria, the company is investing EUR 11 million in the biggest revamp of its store in Klagenfurt since it opened 17 years ago. Once the renovation is completed in fall 2026, about 2,600 m² will be made available for other retailers, including Thomas Philipps, the discount home and garden specialist. On top, customers will experience new interactive areas for families as well as added home furnishing inspiration.
In Sweden, IKEA has launched a pilot with Kjell & Company, a Nordic consumer electronics retailer, in its two stores in Stockholm and Kalmar. The in-store offer focuses on smart home and technology products that complement the IKEA offer. The pilot in Sweden has been running since late 2025 for an initial 18-month period, enabling learning and evaluation before potential next steps.
Ingka Group will continue to optimise its retail spaces in additional countries to offer customers more convenience and reasons to visit IKEA stores. For the period of FY24-26, the company is investing more than EUR 5 billion in opening new locations and improving the existing ones across most of its 32 markets.
About Ingka Group
With IKEA retail operations in 32 markets, Ingka Group is the largest IKEA retailer and represents 87% of IKEA retail sales. It is a strategic partner to develop and innovate the IKEA business and help define common IKEA strategies. Ingka Group owns and operates IKEA sales channels under franchise agreements with Inter IKEA Systems B.V. It has three business areas: IKEA Retail, Ingka Investments and Ingka Centres. Read more on Ingka.com.
Media enquiries
For further information, journalists and media professionals can contact us at [email protected] or by calling +46 70 993 6376.
