Decathlon and MediaMarktSaturn Expand Store-in-Store Partnership Across Germany

Sporting goods and consumer electronics are moving closer together as Decathlon prepares to open four additional shop-in-shop spaces inside MediaMarkt stores. The expansion marks the next stage of a partnership designed to bring equipment, connected technology and active lifestyles under one roof.

The four new spaces will open during November 2026 in Bremen, Berlin, Weilheim and Salzgitter, following the launch of the partnership’s first joint sales area at the MediaMarkt in Munich’s pep shopping centre in March. Decathlon will occupy existing space within the electronics retailer’s stores rather than opening entirely new standalone outlets.

The rollout begins at MediaMarkt Bremen Weserpark on 6 November, where Decathlon will operate a sales area of approximately 1,600 square metres. Berlin Tegel follows on 13 November with a similarly sized space. A 1,100-square-metre area is scheduled to open in Weilheim on 27 November, while the Salzgitter site, measuring around 1,000 square metres, is expected to launch towards the end of the month.

The partnership reflects a growing overlap between sport and technology. Fitness trackers, smartwatches, action cameras and e-mobility products sit naturally alongside bicycles, sports equipment and outdoor clothing, allowing shoppers to explore equipment and the technology used with it in the same visit. The model also reflects a broader shift in retail, with stores increasingly organised around customers’ activities and lifestyles rather than traditional product categories.

For MediaMarktSaturn, the arrangement forms part of its “Retail-as-a-Service” or “Space-as-a-Service” strategy. The company is opening parts of its established store network to complementary brands, offering them a physical retail presence, customer access and the opportunity to provide face-to-face advice. In return, MediaMarktSaturn adds a new category to its stores and creates more reasons for customers to visit and spend time there.

For Decathlon, the arrangement offers a way to expand its reach without relying exclusively on traditional large-format stores. The retailer has identified partnerships and alternative formats as important tools for reaching regions where its presence remains limited. It currently operates more than 110 stores in Germany and aims to exceed 120 locations during 2026, with a longer-term target of at least 150 stores by the end of 2027.

That expansion is taking place against the backdrop of a sizeable retail network on the MediaMarktSaturn side. The electronics group has around 400 MediaMarkt and Saturn stores in Germany, giving Decathlon access to established locations and existing customer traffic. The companies are already discussing further joint sites, suggesting that the four November openings could be a continuation of the rollout rather than its conclusion.

The strategic logic is particularly clear in categories such as e-bikes, connected fitness equipment and wearable technology, where the boundary between sporting goods and electronics is increasingly blurred. Retailers that can demonstrate how products work together may be better placed to sell complete solutions rather than individual items—a connected watch alongside running equipment, or an e-bike with the accessories and digital tools needed to use it.

The development also highlights the continuing importance of physical retail in an omnichannel market. Both businesses operate online as well as through stores, but the joint format adds something digital channels cannot easily replicate: the ability to see products in context, compare options in person and receive advice before making a purchase.

With four new locations due to open in a single month and further sites already under discussion, Decathlon and MediaMarktSaturn are testing whether shared retail space can deliver a more efficient route to growth. If the model continues to attract customers, the partnership could become a significant example of how established retailers are reshaping their stores around complementary lifestyles rather than competing product aisles.