Asda and Décathlon join forces for a new shop format

asda_aberdeen-beachAsda, probably one of the largest food chains in the U.K., is to open a shop-in-shop for Décathlon, the French sporting goods retailer. The retail space at the Asda outlet in Watford is apparently meant to be a pilot project, which may repeated if the initial run proves successful. Décathlon is still more or less under-represented in Britain where it operates 18 stores. This is not the first move of its kind in the U.K. Sports Direct International (SDI) already operates shop-in-shops at Asda’s competitor Tesco.


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