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Frasers Group has opened its latest Sports Direct’s latest store in London’s Westfield White City Shopping Centre.
Complementing Sports Direct’s first flagship, situated on London’s Oxford Street, the retailer’s new White City location aims to bring a “cutting-edge retail experience”.
Spanning 29,000 sq. ft across two floors, Sports Direct White City features a selection of fitness and performance wear, equipment, and footwear from brands including Nike, Adidas, Under Armour, Puma, and Asics.
With offerings across menswear, womenswear, and kidswear, customers can explore a range of products, including additional brands from Frasers Group’s ecosystem, such as Game and USC.
Customers can discover Sports Direct’s acclaimed Running Concept, the newly introduced Outdoor Concept, as well as dedicated sections set out for various sports categories.
Michael Murray, CEO Frasers Group, said: “As a leading global retailer in sports, Sports Direct is committed to providing customers with unparalleled access to the best brands and the best sports retail experience. We understand the importance of evolving to meet consumer needs – especially in a crucial 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.”
Earlier this year, Frasers Group secured two major leases in London’s Westfield Shopping Centres. With the first store now open, Sports Direct Westfield Stratford is set to open in Spring 2025.
