Sports Direct has opened its first stores in Africa, with two sites in the Kenyan capital, Nairobi, at Sarit Centre and Galleria Mall. The move into the market comes through Frasers Group’s strategic partnership with Hudson Group, the sports and fashion retailer and distributor headquartered in Malta.
The 930 sq m (about 10,000 sq ft) store at Sarit Centre opened on 15 September and was followed on 30 October by a 725 sq m (about 7,800 sq ft) store at Galleria Mall. Both stores serve men, women and children, with dedicated areas for different sports and ranges spanning performance, training and lifestyle from brands including Nike, adidas, Under Armour, PUMA, New Balance and ASICS.
Each store includes Sports Direct’s Running, Football and Outdoor concepts, which combine specialist ranges, staff advice and digital tools. The Running Concept uses a gait analysis machine to recommend footwear based on a customer’s foot structure and running style, while the Football Concept is a boot room carrying Nike, adidas and PUMA. The Outdoor Concept uses technology and product information to help customers choose kit for outdoor activities.
The stores also carry Frasers Group’s own brands Everlast, Slazenger, Karrimor, Jack Wills and USA Pro, which cover sport, fitness, fashion and outdoor at accessible price points.
The openings take Sports Direct, which trades in more than 30 countries, into a new market and support its ambition to become the number one sports retailer internationally, as part of Frasers Group’s Elevation Strategy. The retailer has continued to expand outside the UK this year, opening its first Nordic flagship in Helsinki in June and a Dublin flagship alongside Everlast Gyms+ in July.
Hudson Group manages nearly 90 stores across Africa and Southern Europe and has a distribution network covering more than 30 African territories, particularly for Nike products. The company recently opened Nike’s first flagship store in East Africa.
“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.
Chris Muscat, Chief Executive Officer, Hudson Group
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.
We are incredibly proud of our teams and partners for bringing this vision to life and look forward to building on this momentum as we expand Sports Direct across Africa.”
The openings were marked with a three-day Sports Village at Galleria Mall from Friday 30 October to Sunday 1 November. The programme included a Nike 100m Speed Challenge, an adidas 3v3 Football Challenge and Everlast training sessions, alongside a live DJ and prizes.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
Related Posts
Bath & Body Works to Open First Standalone Scottish Store at Braehead
New Balance Opens Brand Hub at Arclight in Covent Garden
Love Laura Opens First Standalone Store at The Boulevard
kate spade new york to Open at Cotswolds Designer Outlet
White Stuff to Open at Frasers Plus Braehead
Represent Opens First Thailand Pop-Up in Bangkok
