Decathlon has unveiled its own version of the famous supermarket "Middle Aisle" - and parents looking to cut the cost of back-to-school shopping could be among the biggest winners.
The sports retailer has launched a dedicated Middle Aisle in stores, online and on its app, packed with discounted school essentials including school shoes, trainers, backpacks and water bottles, with prices locked until August 30.
The move is designed to offer shoppers the kind of limited-time bargains usually associated with Aldi and Lidl, while helping families prepare for the new school year without overspending.
The first collection focuses on back-to-school essentials, with prices reduced across some of Decathlon's most popular products.
Among the standout deals are:
- Kids' School Shoes reduced from £14.99 to £9.99
- Kids' Playventure Yard Shoes cut from £19.99 to £14.99
- Adidas Kids' Advantage Trainers down from £25 to £18.99
- Quechua 0.8L Water Bottle reduced from £5.99 to £3.99
- Adidas 27.5L Backpack cut from £24.99 to £15.99
The retailer said every product has been tested to the same standards as its premium ranges, meaning shoppers don't have to compromise on quality to get a lower price.
According to recent research, 45% of shoppers now say price is the biggest factor when buying, with more families actively looking for bargains and affordable alternatives.
Ross Farrington, Commercial Director for Decathlon UK and Ireland, 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."
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The back-to-school promotion runs until August 30, after which the Middle Aisle will be refreshed with a new range of seasonal offers.
Future promotions are expected to focus on Back to Sport, winter commuting, Black Friday and Christmas, with fresh products replacing the current line-up throughout the year.
Shoppers can find the offers in Decathlon stores across the UK and Ireland, online and through the retailer's app.
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