Sports Direct has opened the doors to the chain’s latest store in London’s Westfield White City Shopping Centre. Complementing Sports Direct’s first flagship, situated on London’s Oxford Street, the retailer’s new White City location offers a modern retail experience, the company communicates.
These store openings are part of Sports Direct owner Frasers Group’s Elevation Strategy as we have seen earlier during the chain’s expansion in the UK, Benelux and also significantly in South Africa.
Spanning 2,700 square meters across two floors, Sports Direct White City features a comprehensive selection of fitness and performance wear, equipment and footwear from world-renowned 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 brands from Frasers Group’s ecosystem, such as GAME and USC.
The focus for the White City store is on the segments of running, outdoor, USC and Game:
● Sports Direct’s Running Concept: A consumer-centric proposition providing the ultimate tools to help consumers find the right product for their running journey, no matter what brand or what level. This zone features cutting-edge technology providing consumers with personalized recommendations for the perfect running footwear based on their unique foot structure and running style.
● Sports Direct’s Outdoor Concept: An elevated outdoor retail experience, incorporating advanced technology and information sharing to educate consumers about products and outdoor activities.
● USC: A dedicated area for trend-focused consumers to explore and shop for iconic premium lifestyle brands in one space – from authentic branded denim and urban fashion to accessories and footwear.
● GAME: The leading games retailer provides extensive and expert knowledge, offering the latest games, consoles, and accessories.
