Sports Direct makes Nordics debut with new store in Finland
Frasers Group has chosen Finland for the opening of its first Sports Direct store in the Nordics region.
Situated in Helsinki Citycenter Mall, the new flagship spans 30,000 square feet and offers Sports Direct’s signature running, football and outdoor concepts with brands such as Nike, Adidas, Puma, Under Armour, The North Face and Columbia.
Subscribe to TRBThe store also includes a dedicated bike zone which will also provide servicing and maintenance repairs.
The flagship is further complemented by USC, also part of Frasers Group, which offers premium and trend-led fashion, footwear and accessories from brands including Hugo Boss and Lacoste.
The move marks a significant step in Frasers Group’s Nordic expansion following its acquisition of XXL last year.
Lauren Barrie, chief retail officer at Frasers Group, 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.”
