Sports Direct enters Africa with two new stores in Nairobi
Frasers Group’s Sports Direct has entered Africa with two store openings in Kenya.
Situated in the capital, Nairobi, at Sarit Centre and Galleria Mall, the stores span 930 square metres and 725 square metres respectively.
Subscribe to TRBThey will offer brands such as Nike, Adidas, Under Armour, PUMA, New Balance and ASICS, with ranges for men, women and children.
Both stores feature Sports Direct’s signature running, football and outdoor concepts, which combine specialist product ranges, expert advice and digital tools to offer customers a tailored shopping experience.
They will also offer items from Frasers Group’s own brand portfolio, including Everlast, Slazenger, Karrimor, Jack Wills and USA Pro.
The shops have been launched in partnership with sports distributor Hudson Group, which recently opened Nike’s first flagship store in East Africa.
Chris Muscat, Hudson Group’s chief executive, said: “We are incredibly proud to reach a significant milestone for Hudson Group and an important moment in our partnership with Frasers Group with the opening of two Sports Direct stores in Kenya.
“Through these openings we have changed the landscape of sports retail in Nairobi, offering a large format dedicated sports retail experience that gives the Kenyan customers access to world-class sports brands combining leading sports brands as well as more accessible and affordable offerings.
“This unique proposition in Kenya’s sports retail sector was made possible through Hudson’s extensive experience in the region and Frasers’ ambitions to bring large format retailing to Africa in the sporting goods sector.”
