Store gallery: Sports Direct hails ‘new era’ with £10m Oxford Street revamp

Mannequin of wheelchair basketball player and Jordan t-shirts at Sports Direct, Oxford Street

Sports Direct has lifted the lid on its newest store concept on London’s Oxford Street as it accelerates its “elevation” strategy.

The sportswear and equipment specialist has ploughed £10m into a major revamp of the 50,000 sq ft unit, which it wants to become known as “the best sports store in the world”.

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