Decathlon launches ‘Middle Aisle’ to take on discounters
Decathlon has launched its first-ever “Middle Aisle” across its UK and Ireland stores, website and shopping app as it looks to take on discounters.
The first drop includes ‘Back to School’ items like school shoes, trainers, water bottles, and backpacks, with all prices locked until 30 August.
Subscribe to TRBDecathlon said all own-brand products included in the Middle Aisle Motivators range are tested to the same degree as higher-end items. Third-party brands will also be available.
Hero deals included in the launch include items such as Decathlon Kids’ School Shoes 140 for £9.99, Adidas Kids’ Advantage Trainers for £18.99, and the Quechua 0.8L Ecozen Flask for £3.99.
Meanwhile, autumn deals will be available from 31 August with a ‘Back to Sport’ event, which will be followed by a ‘Back to Commuting’ safety gear event in late September, and fitness tech drops for Black Friday.
Ross Farrington, Decathlon UK and Ireland Commercial Director, said: “We know that keeping kids active shouldn’t come at a premium, especially with the financial pressures families are already facing around Back to School.
“Our Middle Aisle aims to lower the price of school essentials while maintaining our same high standards for quality and safety.
“The introduction of the Middle Aisle shows our commitment to making sport accessible for all, giving more people the opportunity to buy great sports products and discover the benefits of an active lifestyle as we introduce more sports and products throughout the year.”
