Sports Direct has opened its newest store in London’s Westfield White City shopping centre as it expands its “elevation strategy”.
Spanning 29,000 sq ft across two floors, it features a selection of fitness and performance wear, equipment, and footwear from brands including Nike, Adidas, Under Armour, Puma, and Asics.
The site features the retailer’s running concept, its newly introduced outdoor concept, and dedicated sections set out for various sports categories.
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Frasers Group CEO Michael Murray 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.”
It comes after Frasers Group announced plans to open two new Sports Direct stores at Westfield’s London centres earlier this year.
With the first shop now open, the sportswear giant’s Westfield Stratford site is set to open in spring 2025.
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