Already billed as a £10 million trailblazer, Sports Direct’s London flagship store is the one to watch out for!
The Frasers Group-owned fashion retailer is all set to reopen its new flagship store on London’s Oxford Street following a major refurbishment.
Besides, Sports Direct has also announced the opening of two flagship stores in Manchester and Birmingham sometime later in 2021.
The London store’s sleek new look is being attributed to brand’s elevation strategy and fresh approach to the iconic retail space.
Besides providing dedicated space for menswear, womenswear and kidswear, there’s space for outdoor and specialist sports as well.
The store, which had first opened back in 2014, with its new refurbished look claims to have revolutionised shopping.
The innovations include world’s first independently reviewed bra-finder tool, product personalisation and more than 140 brands across its four floors – much to the delight of customers.
Enthralled at the refurbished store, Michael Murray, Group head of elevation, Sports Direct, said “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.”
Besides, Sports Direct, Frasers Group has over 470 stores of Lillywhites, House of Fraser, Flannels, Evans Cycles, Sofa.com, Field & Trek and USC in the UK.
