Coffee company opens counter in sports store

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Canoe, bow and arrow, saddle - coffee, now even spectators are catered for at Decathlon in Sheffield.

The French-owned sports superstore on Eyre Street is well known for selling a huge range of sports equipment, but its latest edition will make people wake up and pay attention.

Sheffield coffee company Cafeology has installed a ‘pod’ - its first own-brand outlet - in the entrance so customers can grab a cup on the way in, or on the way out. It even offers that other essential coffee-shop ingredient, free WiFi. If it is a success the concept could be rolled out across Decathlon’s 14 stores in the UK, according to Cafeology boss Bryan Unkles.

He said: “It’s exciting for us to now have our own outlet. It will help to boost the brand.

“We’ve wanted to do this for a long time and have been waiting for the right site and partner, which we have found in Decathlon. The location is great for students, business people and shoppers, plus there’s ample parking space whether customers are drinking in or swinging by for a take-out.

“Our intention is to grow this element of our business and look to open additional Cafeology pods in Decathlon stores around the country - Sheffield is a great place to trial it with us being a local company.”

Cafeology is an ethical coffee company.

Bryan added: “We wanted the pod to reflect our strong ethics. The coffee carries Fair Trade certification and is sourced directly by us from growers in order to show full traceability.”

Milk is from Dungworth-based Our Cow Molly, and the pod itself carries the Made in Sheffield mark, having been built by local company SRL Countertech.