Frasers Group launched its first Sports Direct store in the Nordics last month, with the site based in Finland’s Helsinki Citycenter Mall.
The shop, which opened on 29 May, is spread across two floors and 30,000 sq ft. It stocks global brands such as Nike, Adidas, Puma, Under Armour and The North Face.
It also features the sportswear giant’s signature running, football, and outdoor concepts, offering shoppers “high-quality products and equipment to support their sporting journeys”.
Retail Gazette chats to Frasers Group chief retail officer Lauren Barrie to find out more about the store, as well as the investment group’s ambition to become “the number one sports retailer in the Nordics”.
The Helsinki store launch comes as Sports Direct is pushing forward with huge international expansion plans.
In March 2025, Frasers Group revealed that it would be working with brand commerce firm MAP Active to launch over 350 Sports Direct shops throughout Southeast Asia and India.
It went on to announce a long-term strategic retail partnership with retail and distribution firm Accent Group in April 2025, with ambitions to open 100 Sports Direct sites across Australia and New Zealand.
Now, Sports Direct has entered the Nordics for the first time. Explaining why, Barrie says that the Nordics is “a key market” for the group “with a strong affinity for sport, fitness, and outdoor activity”.
“We’re looking forward to bringing the Sports Direct proposition to customers in Helsinki and, in time, the wider Nordic region,” she adds.
The executive notes that the brand chose Helsinki Citycenter Mall as the location for its debut Nordic store since it was “situated at the heart” of the Finnish capital city.
“Its central position and strong footfall make it the ideal location to introduce the Sports Direct brand to Nordic consumers,” she insists.
With Finland’s “strong sporting and outdoor culture,” the country makes it “a natural fit for the Sports Direct proposition,” according to Barrie.
The Helsinki store still delivers Sports Direct’s “elevated retail concept” – the refreshed brand direction and store layout approach that it has been rolling out to its new global stores since 2018.
However, she notes that the brand has also “adapted elements” of the store’s offer “to meet local needs”.
Explaining one example of this, the exec says: “We’ve introduced a dedicated bike zone and workshop, providing servicing and maintenance support to reflect the importance of cycling and outdoor activity within the local community.”
The Helsinki store launch comes after Frasers Group snapped up Norweigan sporting goods retailer XXL last year.
In light of this, Barrie highlights that Frasers Group has “a clear ambition to become the number one sports retailer in the Nordics”.
“By combining XXL’s local expertise and established footprint with Sports Direct’s global scale, brand relationships, and infrastructure, we believe we can create an even stronger proposition for sports and lifestyle consumers across the region,” she explains.
“With both XXL and Sports Direct operating across Norway, Sweden and Finland, our focus is on delivering greater product choice, improved availability, better value, and an enhanced customer experience.”
Following the acquisition, she claims that Frasers Group is “well positioned to deliver stronger product availability, better value and a more compelling in-store experience for customers across the Nordics,” with both the brands “operating in key markets across the region”.
However, she insists: “While Sports Direct and XXL are part of Frasers Group, they are distinct retail fascias designed to complement one another.
“Together, they enable us to serve customers more effectively and unlock additional opportunities across the market.”
