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Frasers Group will open two new flagship Sports Direct stores in 2025, a 29,000 sq ft store at Westfield London (White City) and a 28,000 sq ft unit at Westfield Stratford, as it continues to roll out its elevated store concept.


The new stores will both feature “cutting edge retail experiences” and complement Sports Direct’s flagship on London’s Oxford Street, which continues to be the cornerstone of its retail offering in London.

Ger Wright, Managing Director of Sports at Frasers Group, 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.”

Both Westfield stores “will provide customers with access to the world’s biggest sports and performance brands”, as well as other retail brands from Frasers Group including USC.

This follows new store openings in CardiffBelfast’s Boucher Retail Park and the Metrocentre in Gateshead in the last six months alone.



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