Frasers Group to open two Sports Direct stores in London’s Westfield malls

Sports Direct is preparing to open two new flagship stores in London’s Westfield malls as part of its ongoing expansion plans overseen by parent company Frasers Group.

The flagships, which are to be located in Westfield Stratford and Westfield London, mark what the group said was “further progress” in its elevation strategy, reflected in the elevation of the brand’s retail spaces.

The interior of the locations will complement Sports Direct’s flagship on Oxford Street, which is described by the company as the “cornerstone of its retail offering in London”.

In a release, Ger Wright, managing director of sports at Frasers, said: "We are incredibly excited about the launch of these new flagship Sports Direct stores, which are a testament to Frasers Group's unwavering commitment to elevating the retail experience for sports enthusiasts across the city and the UK.

“These new retail spaces also reflect our commitment to providing our customers with unparalleled access to the best sports retail experience.

“Our Oxford Street flagship will remain the main beacon of our brand in London, while these new locations will further enrich the sports retail landscape, offering unique and immersive shopping experiences."