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Sports Direct expands London footprint with new Westfield White City store

Frasers Group has opened a new Sports Direct store at London’s Westfield White City shopping centre. Spanning 29,000 square feet across two floors, the shop will…

FASHION

Sports Direct expands London footprint with new Westfield White City store

17 December, 2024 | by Angela Beevers

Frasers Group has opened a new Sports Direct store at London’s Westfield White City shopping centre.

Spanning 29,000 square feet across two floors, the shop will offer a comprehensive range of fitness and performance wear, equipment, and footwear from Nike, Adidas, Under Armour, Puma, and ASICS, as well as Frasers Group owned brands, Game and USC.

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It also features Sports Direct’s newly introduced Outdoor Concept and dedicated sections for various sports categories.

Michael Murray chief executive of Frasers Group, said: “As a leading global retailer in sports, Sports Direct is committed to providing customers with unparalleled access to the best brands and the best sports retail experience.

“We understand the importance of evolving to meet consumer needs – especially in a crucial market like London.

“With this opening, we’re building on the successful formula from our Oxford Street store, bringing another unmatched destination for sports enthusiasts.”

Sports Direct is also planning to open a store at the Westfield Stratford City shopping centre in the spring of 2025.

Angela Beevers Director of Content & Events Strategy

Angela Beevers is Director of Content & Events Strategy at The Retail Bulletin, where she has worked since 2011. She leads the publication's news team and oversees its daily coverage of the UK retail sector, from breaking developments to the early-morning release of retailers' trading updates and financial results. Over more than 15 years at The Retail Bulletin, she has interviewed many of the industry's most innovative founders and leaders. She also shapes content for The Retail Bulletin's events and leads delegate engagement for its most high-profile events. Her areas of focus include: Retail news · Trading updates and financial results · Retail leadership · Industry events

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