Sports Direct has opened a significant new store at Westfield White City in London, advancing its expansion strategy.
- The store spans 29,000 square feet and offers a range of fitness and performance products across two floors.
- This new location includes dedicated areas for various sports categories and introduces a new outdoor concept.
- The opening follows Frasers Group’s previously announced plans and builds on the success of the Oxford Street flagship.
- Sports Direct aims to provide an unmatched retail experience, emphasising its commitment to evolving consumer needs in London.
Sports Direct has unveiled its latest retail venture with the opening of a substantial store at Westfield White City, London. This strategic move is part of their ongoing effort to broaden their market reach across the capital, following a similar successful formula to their flagship on Oxford Street.
Occupying 29,000 square feet, the store is set across two floors and showcases a variety of fitness and performance wear, equipment, and footwear. Brands featured include Nike, Adidas, Under Armour, Puma, and Asics, catering to a broad spectrum of sports enthusiasts.
The Westfield White City site includes Sports Direct’s innovative running concept and newly introduced outdoor section, making it a comprehensive destination for sports consumers. Each sports category is thoughtfully presented in designated sections, allowing for a tailored shopping experience.
Frasers Group, the parent company, had announced plans earlier this year to open two new stores within Westfield’s London locations. Following this store’s launch, another at Westfield Stratford is anticipated in spring 2025.
Michael Murray, Frasers Group CEO, highlighted the brand’s commitment to providing unmatched access to premium brands and enhancing the sports retail experience. His statement emphasised the significance of adapting to consumer demands within a vital market such as London.
The opening of the Westfield White City store signifies Sports Direct’s continued growth and dedication to enhancing customer experiences in the London market.
