Sports Direct opens new flagship store in Cardiff

Sports Direct has today (23 February) opened its fourth flagship store in Cardiff, Wales, marking the launch of their new outdoor category. With a new and younger generation of outdoor adventurers on the rise and both developing and existing communities embracing the category, Sports Direct is now giving locals the freedom to explore the great outdoors. The new flagship store will feature the latest innovations from the world’s outdoor brands such as The North Face, Columbia, Salomon, and Sports Direct’s own brand Karrimor, as well as becoming one of the the first stores to launch Sport Direct’s newest brand partner, On, further elevating their offering in the Run category. Spanning 60,000 sq. ft and across three floors, customers will be immersed in the latest technology, design and interactive shopping experiences including in-store seasonal showcases, digital mannequins as well as innovative product finders. The new outdoor concept allows customers to find the perfect outdoor footwear to fit their needs through filtered, catered product recommendations, making Sports Direct the go-to retailer for a new generation of outdoor adventurers across Europe. Key features of the outdoor concept will include Base Camp, an immersive space where consumers can use different technologies and staff expertise to find the perfect products. The Base Camp includes a terrain tester, allowing consumers to test out outdoor shoes, weighted bags, scan and learn stations as well as packing and lacing guides. In addition, the Cardiff flagship will feature specialist sporting areas for Sports Direct’s football, rugby, and running categories, helping consumers achieve the most out of their training. Ger Wright, Frasers Group managing director, Sports, said: “As we continue to elevate our unique proposition, the opening of our new Cardiff flagship store marks the launch of our eagerly anticipated new outdoor category concept as it continues to be a growing area of interest for our consumers. “As the appetite for outdoor adventurers increases, we want to provide our consumers with an unrivalled retail experience through trail running, trekking, hiking and beyond. Driven by the strength of our expansion into Europe, the engaging and innovative Outdoor concept supports our mission to become the number one sporting goods retailer in EMEA.”

Sports Direct opens new flagship store in Cardiff

Spanning 60,000 sq. ft and across three floors, customers will be immersed in the latest technology, design and interactive shopping experiences including in-store seasonal showcases, digital mannequins as well as innovative product finders

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