A major sports retailer has opened up a new store, marking its growing presence across the capital. Sports Direct shoppers now have another shop where they can explore a wide selection of items, including sports and lifestyle clothing and athletic equipment.
Located in Kingston upon Thames, the new branch spans a huge 31,000 sq ft across two floors, offering a range of products across leading global brands, and a unique service, which is the first in a Sports Direct location.
Lauren Barrie, Chief Retail Officer at Frasers Group, which owns the company, said, “Sports Direct Kingston is another example of how we’re elevating the UK’s sports and lifestyle retail offering.
“Delivering immersive retail destinations that bring together global brands and specialist services under one roof. This opening is another important step in delivering our Elevation Strategy.”
Nike, Adidas, New Balance, and Puma are some of the brand partners that shoppers can find across the store. Customers will also be able to shop across Sports Direct’s Running, Football, and Outdoor concepts, as well as specialist zones.
Marking the first of its kind, the store also has a dedicated in-store tennis racket restringing service, in a partnership with sports equipment comapny Wilson.
This new London store also brings together brands across the Frasers Group portfolio, including GAME and USC. It comes as the Group continues to evolve its store portfolio nationwide and worldwide.
Earlier this year, Frasers Group updated its loyalty scheme by integrating Sports Direct Membership into its FCA-regulated credit payment account Frasers Plus, to create one unified rewards platform.
The account rewards customers every time they shop across the Frasers Group portfolio and partner retailers, giving them access to even greater rewards, including more exclusive benefits and personalised offers.
The Group said it will simplify the customer shopping experience across the Group’s diverse portfolio and partners.
