Sports Direct is to open its first store in Iceland this summer.
The store, located in Kópavogi in Reykjavik is part of the sportswear giant’s Nordic and Scandinavian expansion and is a joint venture between the retailer, Jeff Blue and Sigurður Pálmi Sigurbjörnsson.
Sports Direct is the latest retailer to move into Iceland. Frozen foods specialist Iceland revealed last week it is to open franchised stores in the country, with Jóhannesson’s father Johannes Jonsson running the operation.
The sportswear specialist has been expanding overseas for some time and now has 120 stores outside of the UK.