“Decathlon is brilliant,” said Eve Sleep chief executive Cheryl Calverley. “Not least because we can lose three hours on a rainy Saturday as the kids try out the archery, bounce on the trampoline and ride the skateboards.”

Topps Tiles boss Rob Parker agreed: ”Speaking as a customer, it is a category killer with great value on offer and lots of space to showcase new products and create some theatre. As a retailer, I admire the scale of range and depth of own-brand penetration.”