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Sports Direct opens new store at Braehead Centre

Sports Direct opens new store at Braehead Centre

On this episode of Talking Shop, we are joined by Nikki Baird, Vice President of Strategy and Product at Aptos. Nikki has spent decades separating technology hype from real-world consumer behavior. Today, we delve into the emergence of the "dark funnel" and how LLMs like ChatGPT are disrupting traditional retail search pipelines, breaking retail media networks, and forcing retailers to their re-evaluate product landing page.

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Sports Direct is set to open a new store in the Braehead Centre.

The brand will relocate and upsize from its existing store in the retail park to a new 20,000 sq. ft store on the upper level of the main centre.

The new store will feature the “best brands” in sport across men’s, women’s and kidswear alongside this, the store will house:

• USC – a dedicated area set out for consumers to explore and shop premium lifestyle brands in one space.

Game – the games retailer will provide “extensive and expert” knowledge to consumers, offering the latest games, consoles, and accessories.

Braehead is a retail and leisure destination situated in Renfrewshire, just outside of Glasgow, covering 1.1 million sq. ft and drawing from a catchment of approximately 2.1 million.

James France, group head of Real Estate at Frasers Group, said: “We are delighted to open our Braehead Sports Direct store and bring a new and enhanced shopping destination to the centre.

“As we continue to expand our store portfolio across the UK, our ethos and commitment remain the same; we offer consumers the very best brands and an unrivalled product choice, as we aim to become the number one sports retailer in Europe.”

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