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Published
Jun 18, 2021
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Sports Direct unveils new retail vision with £10m London flagship revamp

Published
Jun 18, 2021

It’s being billed as a £10 million ‘trailblazer’. Sports Direct is reopening its flagship store on London’s Oxford Street following a major refurbishment. Meanwhile, the Frasers Group-owned lead brand also announced two further flagship stores will also open in Birmingham and Manchester later this year.


Sports Direct unveils new-look London, Oxford Street, flagship store - Sports Direct


The complete overhaul of its key West End store has resulted in a “modern, innovative, and sleek new look that brings the brand’s elevation strategy and fresh approach to the iconic retail space”.

The store, which first opened in 2014, spans over 50,000 square feet across four levels, and becomes “the pinnacle of Sports Direct’s retail offering”. 

It features "curated activation spaces and interactive experiences for consumers to explore". Dedicated areas have been set out for football, running, outdoor and specialist sports, alongside men’s, women’s, and kidswear.

The store also claims to revolutionise the way consumers shop for kit. Innovations include the world’s first independently reviewed bra-finder tool, plus product personalisation and over 140 brands across its four floors.

Michael Murray, Group Head of Elevation for the brand, said of the new London refurb: “This is a pivotal moment in an era of massive change; bringing to life our elevation strategy in a physical space, not least, in a globally recognised retail destination.

He added: “The store hasn't just been upgraded, we're ripping up the rule book and looking at our retail spaces with a completely new vision -- this store is a prime example of that. We are the leading destination for sportswear and are committed to bringing the very best brands, environment, product innovations, and experience to the high street”.

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