Decathlon, a retail sports industry giant, has announced the opening of a new retail format store – Decathlon City – in central Warsaw, at the International Business Center (IBC), near Politechnika metro station. The modern retail concept unveiled by the retailer, which has so far been known for its presence in shopping centres and retail parks, is aligned with the omnichannel trend. According to Cushman & Wakefield, high streets will no longer be an exclusive domain for cafés, restaurants and – in such locations as the centre of Warsaw – for luxury brands.
Decathlon City will allow customers to do some quick shopping from the retailer’s offer for the most popular sports near the place where they live or work. Additionally, they will be able to order products from Decathlon’s full catalogue with free home or store delivery, pick up Click&Collect orders, or use the brand’s other services.
“Decathlon City is the answer to the diversifying needs of customers. Shopping centres and retail parks remain popular, evidenced by the positive year-on-year growth of 3 percent in footfall levels in Q2 2023. Some shoppers, however, actively use new technologies – they will either place an online order with an in-store pick-up or view a product in-store and then order it over the internet for home delivery. For them, a centrally located store near the place where they live or work is an ideal solution,” says Magdalena Gniazdowska, Leasing Manager, Retail Agency, Cushman & Wakefield, which was responsible for finding the location for the first Decathlon City store in Warsaw.
Decathlon wanted its first new format store in Poland to be located in a high pedestrian traffic area that would be well-serviced by public transport with connections to other districts and be accessible by scooter or bicycle. The International Business Center (IBC), located by Politechnika metro station in Warsaw, was an excellent choice as it enjoys easy access to the city centre and other districts.
Real estate advisory firm Savills is the sole leasing agent for the office space in IBC. The owner of the building is Deka Immobilien.
“Decathlon City chose the International Business Center (IBC) in Warsaw to be its first location – it ideally fits in with the new concept on account of its location, easy access to public transport and the leisure areas in the nearby Pole Mokotowskie park. No less important was the layout of its two-level store with 230 sqm of floorspace as it allows for a compelling display of products. The tenant will also benefit from the excellent visibility of the store window in Polna Street, where it will install modern digital displays, including holograms for the presentation of the brand’s ambassadors,” says Tomasz Stromidło, Office Agency, Landlord Representation, Savills.
With the evolution of the city being driven by the changing expectations of its inhabitants and environmental concerns, high streets are increasing in importance. While ground floor services and retail are important in non-central housing estates, there is a growing demand for more diversity in central locations. Inhabitants do not want to waste time on long journeys – they want their daily needs to be met near the place where they live or work.
“After the proliferation of shopping centres, high streets in the largest Polish cities were anchored for some time mostly by restaurants and cafés and – where it seemed viable – by luxury brands. Polish people still want to spend time in large retail schemes whose offer has for years evolved towards not only shopping but also leisure. That said, there is still room on the market for new concepts such as Decathlon City. Brands from other sectors are gradually joining small grocery retailers and drug stores – this trend is intensifying,” concludes Magdalena Gniazdowska.