JD Sports Fashion unveiled a new flagship megastore on Oxford Street last night.

The three-floor 34,500 sq ft JD Sports store at 201-203 Oxford Street is the retailer’s biggest space to date. Among the features are touchscreen facilities for customers to scroll through products, a football boost testing facility, a click-and-collect desk and conveyor belt delivering product up to the ground floor.

Chairman Peter Cowgill described the store, which officially opens tomorrow, as a “representation of what JD stands for”.

The retailer is planning to expand its presence in Europe, including an ambition to open in every major city on the continent.