Decathlon
- Commercial Design
- Installations
- Production
- Project Management
- Warehouse & Logistics
8 weeks
Avg. 1,200sqft
The Brief
The rollout required creating a premium, specialist environment within Decathlon’s value-led retail format — a balance of aspiration and practicality. The fixture kit needed to retain the design integrity of the original concept but be engineered for repeatable installation across multiple stores.
Solutions had to deliver durability, security for high-value bikes, and cost efficiency against a tight budget, all while coordinating installation at speed with minimal disruption to trading stores.
The Challenge
The rollout required creating a premium, specialist environment within Decathlon’s value-led retail format — a balance of aspiration and practicality. The fixture kit needed to retain the design integrity of the original concept but be engineered for repeatable installation across multiple stores.
Solutions had to deliver durability, security for high-value bikes, and cost efficiency against a tight budget, all while coordinating installation at speed with minimal disruption to trading stores.
The Solution
SmithBrewer delivered the full process end-to-end, beginning with detailed site surveys and developing store-specific visuals, floorplans, and engineering models to ensure accuracy across all locations. We re-engineered the fixture suite into a robust, scalable system — including premium concrete-effect plinths and a bespoke turned-metal locking mechanism for high-value road bikes — maintaining the brand’s performance-led aesthetic while improving durability and commercial efficiency.
A strong visual identity was established through black fabric wall coverings, branded headers, and feature flooring, clearly defining the Van Rysel zone within each store. The original concept was rationalised into a repeatable kit of parts, reducing cost and lead times without compromising premium feel. All fixtures were produced in-house, with installations delivered rapidly — the first three stores (Southampton, Stockport, and Braehead) were completed in under a week.
The Outcomes
Close coordination with store teams ensured seamless handovers and minimal disruption to trading. The result was a scalable, high-impact retail concept that successfully transformed standard Decathlon stores into premium Van Rysel destinations, unlocking further rollouts across the UK.
