Sports Direct is to launch its first Mega Value shop-in-shop as owner Mike Ashley combines two of his high street businesses.
The sportswear retailer’s newest store, which opens in St Helens later this month, will include a 5,376 sq ft Mega Value shop stocking “thousands” of products including toys, furniture, kitchen good, electronics and arts and crafts.
Sports Direct could roll out more of the shop-in-shop formats across its 400-store estate as Mega Value aims to gain a foothold in the hotly contested discount market. The retailer refused to reveal how many stores it is targeting.
The move came two months after billionaire Ashley marked his first foray into the discount sector by opening the first Mega Value store in Kidderminster.
The 45,000 sq ft Sports Direct store will also feature a 10,000 sq ft Sports Direct Fitness centre.
A spokesperson for Sports Direct said: “We offer something for everybody and we’re very proud to open such great facilities in a great location like St Helens.
“As we continue to grow throughout the UK, our ethos remains the same. Our customers get the biggest brands in all types of sportswear, footwear and sports equipment as well as fitness facilities, small electrical products, crafts, health, beauty, outdoor goods, garden tools and garden furniture at our famously low prices.”