Sports Direct has opened a new 29,000 sq ft ‘elevated’ store at London’s Westfield White City shopping centre, with another planned to open at Westfield Stratford in spring 2025.
Set over two floors, the new store boasts a comprehensive selection of fitness and performance wear, equipment, and footwear from brands including Nike, Adidas, Under Armour, Puma and Asics.
With offerings across menswear, womenswear and kidswear, customers can explore a diverse range of products, including additional Frasers Group-owned brands such as USC and GAME.
Customers can discover Sports Direct’s dedicated ‘Running’ area and the newly introduced ‘Outdoor’ concept, as well as dedicated sections set out for various sports categories including a large ‘Football’ space.
Another example of Frasers Group’s continued elevation strategy, the state-of-the-art store creates an “engaging and educational shopping experience”, enabling customers to test products in a “dynamic and immersive environment”.
Michael Murray, Chief Executive Officer at Frasers Group, said: “As a leading global retailer in sports, Sports Direct is committed to providing customers with unparalleled access to the best brands and the best sports retail experience.
“We understand the importance of evolving to meet consumer needs – especially in a crucial market like London. With this opening, we’re building on the successful formula from our Oxford Street store, bringing another unmatched destination for sports enthusiasts.”
Last month saw Sports Direct open a new 50,000 sq ft store at the Midsummer Place shopping centre in Milton Keynes, while in October Frasers Group opened a combined Frasers and Sports Direct store – set over 70,000 sq ft – at Maidstone’s Fremlin Walk. That came after the Mike Ashley-owned business bought the entire 350,000 sq ft centre.
Additionally, September 2024 saw the grand opening of a “next generation” combined 100,000 sq ft Frasers and Sports Direct at the Meadowhall shopping centre in Sheffield.
