Asda has signed a deal with Decathlon to allow the French sports equipment retailer to trial a shop-in-shop inside the supermarket chain’s Watford superstore.
Decathlon will open the 1,290 sq ft space to operate primarily as a click-and-collection point, but will also sell a small selection of products, with the full Decathlon range available to browse on screens.
If successful the format could be rolled out to other Asda superstores.
Asda currently sells sportswear for men and women through its George clothing arm, and has teamed up with fitness blogger Carly Rowena to promote the ranges online.
Decathlon, which sells clothing and equipment for sports and leisure activities, has 900 stores worldwide, including 18 in the UK. In March it announced it would open its 19th London store in June this year.
At the time a spokesperson said: “As the expansion of Decathlon stores worldwide has rapidly picked up over the five years, we have now started to see the same speed of expansion in the UK.”