JD Sports boss Peter Cowgill has vowed to have a store in “every major city in Europe” after unveiling a new flagship on Oxford Street.

JD Sports' new flagship store on Oxford Street

Cowgill said the retailer is poised to open stores in Amsterdam and Cologne in October and is eyeing other European cities, claiming everyone “wanted a piece of the JD action”.

At present the group has stores in the Netherlands, Germany, France and Spain.

He was speaking as the three-floor 34,500 sq ft JD Sports megastore at 201-203 Oxford Street was unveiled to press and suppliers last night.

Cowgill described the store as a showcase for brands and a “representation of what JD stands for”. Other similar stores will open in Newcastle this month and Glasgow in September.

“JD is a brand partner and wants to protect brands,” he said. “We are not brand bait. We are wedded to brands and a believer in brand equity. It hurts us when we see brand equity damaged.”

JD Sports Fashion, which is majority-owned by the privately-held Pentland Group, reported in April that its full-year pre-tax profits had passed the £100m barrier for the first time, jumping 22%. Like-for-likes climbed 12%.

The Bury-headquartered retailer operates 660 stores in its sports division across the UK and Europe.