Sports Direct opens new flagship store in Cardiff as it launches new outdoor category
Sports Direct is opening a new flagship store in Cardiff today as it launches its new outdoor category.
Spanning 60,000 square feet, the store will feature the latest technology, design and interactive shopping experiences including in-store seasonal showcases, interactive digital mannequins, and innovative product finders.
The retailer said the flagship will aim to take the outdoor shopping experience to new heights with features such as a terrain tester for footwear, weighted bags, and scan & learn stations. The store’s customers will also be offered a free 60-day Strava trial that gives access to local hiking routes via the Strava route planner.
Outdoor brands stocked in the store will include The North Face, Columbia, Salomon, and Sports Direct’s own Karrimor brand.
In addition to the new outdoor concept, the Cardiff flagship will feature specialist sporting areas for the retailer’s football, rugby and running categories.
Ger Wright, Frasers Group managing director, sports, said: “As we continue to elevate our unique proposition, the opening of our new Cardiff flagship store marks the launch of our eagerly anticipated new outdoor category concept as it continues to be a growing area of interest for our consumers.
“Driven by the strength of our expansion into Europe, the engaging and innovative outdoor concept supports our mission to become the number one sporting goods retailer in EMEA.”
