Sports Direct has launched an ‘elevated’ retail concept in Milton Keynes, featuring renowned brands and innovative departments.
- The store occupies 50,000 square feet over two levels at Midsummer Place shopping centre.
- It includes a premium range from Nike and the debut of a new Home Sport department.
- The store offers integrated digital touchpoints for a streamlined shopping experience.
- This opening is part of Sports Direct’s strategy to enhance consumer experiences across the UK.
Sports Direct has unveiled its latest ‘elevated’ retail concept in Milton Keynes, with a significant store covering 50,000 square feet across two floors. This new location is set to offer patrons access to a variety of major sports brands, including Nike, Adidas, Under Armour, Puma, and Asics. Additionally, the store will feature Frasers Group-owned brands such as USC, Evans Cycles, Game, and Jack Wills.
A key highlight of the Milton Keynes store is its distinction as the first in the UK to showcase the Nike Strength range. This premium collection is aimed at empowering athletes of all levels with top-quality training equipment. This feature is poised to attract fitness enthusiasts looking for high-grade athletic gear.
Another innovative aspect of this store is the introduction of a new Home Sport department. This section seeks to enhance consumer choice by merging online and in-store shopping experiences. With integrated digital touchpoints, customers have the opportunity to purchase items exclusively available online. Additionally, products like snooker and pool tables, trampolines, treadmills, tents, and gym equipment are readily accessible in-store.
The opening of the Milton Keynes store is a testament to Sports Direct’s continuous ambition to deliver refined experiences to its customers. Ger Wright, Frasers Group’s managing director of sport, remarked on the brand’s ongoing growth strategy, stating that the store combines leading sports brands with specialist zones, reinforcing its status as a leading destination for sporting goods in the region.
This venture follows the launch of other significant stores in the UK, such as the 70,000 square foot outlet in Maidstone, Kent, and the expansive 100,000 square foot flagship store in Sheffield. These developments underscore Frasers Group’s commitment to expanding its retail footprint and enhancing the shopping experience for consumers.
The new store in Milton Keynes marks a significant step in Sports Direct’s strategy to offer enhanced retail experiences across the UK.
