Sports direct opens 31,000 sq ft store in Kingston upon Thames

Frasers Group has opened a 31,000 sq ft Sports Direct store in Kingston upon Thames as part of its ongoing expansion in London.

The two-floor outlet at 10–13 Market Place features clothing and equipment for various sports categories.The site includes specialist zones for football, running, and outdoor activities. It also introduces a dedicated tennis racket restringing service in partnership with Wilson, the first such facility to be housed within a Sports Direct location.

The store incorporates other brands from the group’s portfolio, including USC and Game. This opening follows the company strategy to update its retail estate across the UK and international markets.

The business, led by chief executive Michael Murray, rebranded from Sports Direct International to Frasers Group in 2019. The company has operated since 1982 when it opened its first store in Maidenhead.

Chief retail officer Lauren Barrie said: “Sports Direct Kingston is another example of how we’re elevating the UK’s sports and lifestyle retail offering. Delivering immersive retail destinations that bring together global brands and specialist services under one roof. This opening is another important step in delivering our Elevation Strategy.”