Frasers Group is set to open two new Sports Direct flagship stores in Westfield London shopping centres as it expands its “elevation strategy”.
The openings will follow the success of recent flagships in Birmingham, Manchester and Cardiff, and on London’s Oxford Street.
The sports and premium fashion retailer has signed leases to open the two new stores in Westfield Stratford and Westfield White City.
The retailer said the two new stores will complement the Oxford Street flagship and “will both feature cutting-edge retail experiences” as part of Sports Direct’s “commitment to providing our customers with unparalleled access to the best sports retail experience”.
Ger Wright, managing director for sports at Frasers Group, said: “We are incredibly excited about the launch of these new flagship Sports Direct stores, which are a testament to Frasers Group’s unwavering commitment to elevating the retail experience for sports enthusiasts across the city and the UK.
“These new retail spaces also reflect our commitment to providing our customers with unparalleled access to the best sports retail experience.
“Our Oxford Street flagship will remain the main beacon of our brand in London, while these new locations will further enrich the sports retail landscape, offering unique and immersive shopping experiences.”
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