JJB Sports opened its new-format trial store in Manchester’s Trafford Centre last week.

The store has a mezzanine and is laid out by product category. JJB chief executive Chris Ronnie said: “Our stores are not clear in terms of where to go for different products. We want customers to be able to compare brands and decide what they want in one place.”

Analyst Shore Capital said that stock density is lower and the concept is a shift from Sports Direct to a clearer, more authoritative sporting identity.

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