Sports Direct reopens London flagship with £10m revamp

Sports Direct
The 50,000sq ft concept space on London's Oxford Street will "revolutionise" the way consumers shop
// Sports Direct reopens newly-refurbished London flagship store
// The concept store offers over 140 brands across four floors

Sports Direct has reopened its London flagship store, featuring a £10 million refurbishment “bringing to life its new brand direction”.

A further two flagship stores are confirmed to be opening later this year in Birmingham and Manchester.

The 50,000sq ft concept space on London’s Oxford Street will “revolutionise” the way consumers shop.


READ MORE: Sports Direct to open megastore at Beverley’s Flemingate centre


The store offers over 140 brands across four floors, including the world’s first independently reviewed bra-finder tool, and product personalisation.

Sports Direct


Group head of elevation, Michael Murray has led the development of Sports Direct’s strategy.

“Sports Direct’s most iconic store, located in the heart of London’s Oxford Street, has been completely renovated to reflect our new vision and purpose,” he said.

“This is a pivotal moment in an era of massive change; bringing to life our elevation strategy in a physical space, not least, in a globally recognised retail destination.

“The store hasn’t just been upgraded, we’re ripping up the rule book and looking at our retail spaces with a completely new vision – this store is a prime example of that.

“We are the leading destination for sportswear and are committed to bringing the very best brands, environment, product innovations, and experience to the high street.”

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