Frasers Group has opened the doors of its first ever Nordic store, with a new flagship in the Finnish capital of Helsinki.
Spanning two floors across 30,000 sq ft the new Sports Direct store in the Finnish capital brings “the world’s best sports and lifestyle brands” to customers across menswear, womenswear and kidswear.
The flagship will feature Sports Direct’s running, football and outdoor concepts, as well as a dedicated bike zone and bike workshop to provide customers with servicing and maintenance repairs.
Sports Direct said the store is further complemented by USC, part of Frasers Group’s brand portfolio, which offers a “curated selection of premium and trend-led fashion, footwear and accessories, from brands such as Hugo and Lacoste”.
Chief retail officer at Frasers Group Lauren Barrie said: “Opening our first Sports Direct store in the Nordics marks an important milestone in our international growth journey. The region is a key strategic market for us, with a strong affinity for sport and outdoor activity, and we’re pleased to be bringing the Sports Direct proposition to customers in Helsinki.”
The opening of the retailer’s first Nordics store follows Frasers Group’s acquisition of XXL last year and “represents another significant step in Frasers’ Nordic expansion and wider Elevation Strategy”.
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