Go Outdoors, owned by JD Sports, opens Europe’s largest outdoor store in York.
- The 125,000 sq ft store was inaugurated by celebrity ambassador Helen Skelton.
- Offering 380 brands, the store includes popular names like Adidas and Merrell.
- State-of-the-art technology like foot scanners enhances customer experience.
- CEO Lee Bagnall discusses the store’s innovative strategies and future plans.
JD Sports-owned Go Outdoors has officially launched Europe’s most extensive outdoor store, located in York’s Vangarde Shopping Park. The store, which spans 125,000 sq ft, was inaugurated on 7th September by prominent TV personality and brand ambassador Helen Skelton. This significant venue features a soft launch that occurred on 23rd August prior to the official opening.
The store offers products from a diverse range of 380 brands, including well-known names such as Adidas, Dickies, Salomon, and Merrell. It also introduces new labels like Sweaty Betty, Under Armour, Regatta X Orla Kiely, Crew Clothing, Hunter, Spotty Otter, Thule, and Karcher. Enhancing customer choice, the store hosts 30 branded concessions, featuring Adidas’ Terrex line and popular companies like Yeti and Stanley.
In an effort to improve customer experience, the store utilises advanced technology, such as foot scanning machines that recommend the best shoe fit and guide customers to their location within the store, thereby expediting the shopping process.
CEO Lee Bagnall elucidates the rationale behind incorporating branded concessions; it is to offer a wider selection to customers, encompassing areas where the store itself may lack expertise. For instance, the Gloucester outlet recently launched an American Golf concession, and plans are in place for further additions.
Regarding the business strategy of ‘de-weathering’, Bagnall explains that adapting a wide array of brands serves to stabilise trade fluctuations impacted by weather-dependent sales. By offering more athletic and leisure products, Go Outdoors aims to modernise the outdoor retail sector and attract younger consumers interested in versatile styles and technologies.
The pioneering store in York represents Go Outdoors’ strategic expansion and commitment to modernising the outdoor retail experience.
