// Sports Direct is planning to open 10 flagships across the UK and 10 in Europe, which could see it consolidate some of its smaller stores
// It also plans to add USC concessions to Sports Direct stores
Sports Direct has unveiled plans to open more larger experiential stores as part of its elevation strategy, which could result in some of its smaller shops closing.
The retail giant is looking to open approximately ten new flagship stores in the UK and ten across Europe, including the flagship in Dublin that is set to open later this year.
The sports retailer will explore consolidating smaller stores, those below 20,000 sq ft, in areas it plans to open new flagships as it has done in Birmingham and Manchester.
The retailer will look to transfer staff over to the new flagship if consolidation does occur where possible.
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“Where we open any new flagship, we will review 10,000 sq ft and 20,000 sq ft stores locally to see if there is an opportunity for consolidation,” Frasers Group managing director of Sport Ger Wright told Retail Gazette.
Wright added that USC concessions will be introduced into all its stores going forward.
She explained the move is key for the retailer to ensure the consistency of its in-store design across its estate.
“Then we can do storytelling in the right way,” she said, giving the example that the dedicated area for football “ends up being very small” in the smaller branches making it harder to add the AstroTurf carpet that has been introduced into the regional stores.
The move comes as the sports retailer is pressing ahead with its elevation strategy, spearheaded by CEO Michael Murray, to transform its existing estate into a more premium store experience.
This week, Sports Direct opened its new 50,000 sq ft flagship in Manchester’s Arndale Centre.
The new location is the retailer’s “most advanced store to date”.
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