Ikea is piloting a new model for its large-format stores by hosting third-party retailers inside its estate, with Croydon set to become the first UK location to trial the concept.

This spring, the furniture giant will introduce a standalone Decathlon unit within its Croydon store, marking the first time Ikea has hosted another global brand in one of its so‑called “blue boxes”. The sports retailer will occupy 1,188 m² of retail space, with its own dedicated customer entrance, inside the 25,000 m² Ikea store.

The move forms part of a wider Ingka Group strategy to rethink how its space is used and to turn stores into broader destinations that blend home, lifestyle, and complementary services. Across markets, Ikea has started testing cooperations with selected partners whose offers are positioned as extending rather than duplicating its own range.

Austria is among the early adopters. There, Ikea is investing €11 million in the biggest revamp of its Klagenfurt store since it opened 17 years ago. Once work is completed in autumn this year, around 2,600 m² will be made available for other retailers, including discount home and garden specialist Thomas Philipps, alongside new interactive areas for families and additional home furnishing inspiration.

In Sweden, Ikea has launched an 18‑month in‑store pilot with Kjell & Company, a Nordic consumer electronics retailer, at its Stockholm and Kalmar sites. That partnership, which began in late 2025, focuses on smart home and technology products designed to complement Ikea’s own smart home offer and provide a more rounded tech experience in store.

Javier Quiñones, commercial manager at Ingka Group, said the strategy is about evolving the role of the store and experimenting with formats that meet changing customer expectations around convenience and inspiration.

“Our ambition is to become as accessible as ever and give customers more reasons to visit us wherever they are on their home journey,” he said. “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.”

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