Overview
- The chain tested the store-in-store format in Munich in March 2026 and is now scaling the concept to multiple MediaMarkt locations this November.
- Decathlon will open a roughly 1,600 m² sales area inside the MediaMarkt at Bremen’s Weserpark on November 6, 2026, with other integrated spaces planned for Berlin‑Tegel, Weilheim (opening on November 27) and Salzgitter (expected end of November).
- Planned sales areas range from about 1,000 m² to 1,600 m² and will combine traditional sports kit with tech items such as smartwatches, fitness trackers, action cameras and e-mobility products.
- MediaMarktSaturn calls the initiative a Retail‑as‑a‑Service move that hosts complementary brands on its floors, and Decathlon says the format helps it grow its German footprint toward more than 120 sites this year.
- Companies have not yet published full assortments, staffing or launch promotions for the new spaces so shoppers should expect details on exact product ranges and offers to be released closer to each opening.