Frasers Group has opened a Sports Direct shop in Finland, marking the sportswear brand’s first flagship in the Nordics.
The store, which opened on 29 May in Helsinki Citycenter Mall, spans two floors and 30,000 sq ft.
It stocks global names including Nike, Adidas, Puma, Under Armour, The North Face, and Columbia across menswear, womenswear, and kidswear.
The store features activewear giant’s signature running, football, and outdoor concepts, offering customers “high-quality products and equipment to support their sporting journeys”.
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Additionally, a dedicated bike zone in the store serves the local community and reflects Finland’s strong outdoor sports culture. The bike workshop provides servicing and maintenance repairs for shoppers.
The flagship is further complemented by USC, offering a selection of fashion, footwear and accessories from brands such as Hugo and Lacoste.
Frasers Group chief retail officer Lauren Barrie said: “Opening our first Sports Direct store in the Nordics marks an important milestone in our international growth journey.
“The region is a key strategic market for us, with a strong affinity for sport and outdoor activity, and we’re pleased to be bringing the Sports Direct proposition to customers in Helsinki.”
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