Sports Direct has introduced a new, expansive store format in Milton Keynes, showcasing an ambitious retail approach.
- Located in Midsummer Place, the store covers a substantial 50,000 square feet over two floors, featuring mainstream and exclusive brands.
- It’s the first in the UK to feature Nike Strength, a premium range aimed at enhancing athlete performance.
- The store debuts the Home Sport department, blending online and offline shopping for greater consumer choice.
- Incorporating digital touchpoints, customers can easily access items not available in-store, like gym equipment and outdoor products.
Sports Direct has launched an extensive new store in Milton Keynes, marking a significant step in its strategy to offer elevated retail experiences. This 50,000-square-foot outlet is located at Midsummer Place and spreads across two floors. It showcases popular brands such as Nike, Adidas, Under Armour, Puma, and Asics. Additionally, it features Frasers Group-owned brands including USC, Evans Cycles, Game, and Jack Wills.
The store is the UK’s first to display the Nike Strength line, introducing high-quality training equipment designed to support athletes at all levels. This move highlights the brand’s commitment to providing advanced sports gear.
A notable feature of the Milton Keynes location is the debut of the Home Sport department. This section integrates online and in-store shopping, aiming to offer consumers a more flexible shopping experience through digital touchpoints. These tools enable customers to search for and purchase products available exclusively online, such as snooker tables, trampolines, treadmills, tents, and gym equipment.
The initiative is part of a broader strategy for growth and enhancement of the shopping experience, as articulated by the managing director of sports at Frasers Group, who emphasised the ambition to deliver new, elevated experiences to consumers in Milton Keynes.
This latest opening follows the recent launches of significant store formats in other UK locations, reinforcing Sports Direct’s position as a leader in the sporting goods retail sector.
The Milton Keynes store exemplifies Sports Direct’s innovative approach to retail, seamlessly blending in-store and digital shopping experiences.
