Sports Direct has expanded its presence in London, opening a new 29,000 sq ft store at Westfield White City.
- The store spans two floors, offering a wide range of fitness, performance wear, and sports equipment.
- Customers can explore dedicated sections for different sports, featuring popular brands like Nike and Adidas.
- The launch is part of Sports Direct’s ongoing ‘elevation strategy’ to enhance the retail experience.
- The opening sets the stage for further expansion, with a new store planned for Westfield Stratford in spring 2025.
Sports Direct has strengthened its footprint in the London retail market with the opening of a significant new store at Westfield White City. Covering an area of 29,000 sq ft, the store is strategically designed over two floors. It offers an extensive range of fitness and performance wear, equipment, and sports footwear, showcasing leading brands such as Nike, Adidas, Under Armour, Puma, and Asics. The company’s innovative retail spaces include specialised sections for a variety of sports categories.
Frasers Group CEO Michael Murray emphasised the company’s commitment to delivering an unparalleled sports retail experience. He pointed out the importance of adapting to consumer needs, particularly in a key market like London. ‘With this opening, we’re building on the successful formula from our Oxford Street store, bringing another unmatched destination for sports enthusiasts,’ he stated.
The new store is part of Sports Direct’s broader ‘elevation strategy’, aimed at refining the consumer experience and consolidating its brand presence. This initiative follows Frasers Group’s earlier announcement to introduce additional Sports Direct branches within London’s Westfield centres. Building on the momentum from the White City opening, another site is anticipated to open at Westfield Stratford in spring 2025.
The opening of Sports Direct’s new location at Westfield White City marks a strategic move in the retailer’s expansion plan in London.
