Sports Direct has inaugurated its fourth flagship store in Cardiff, Wales, marking a significant expansion into the Outdoor category. This move caters to a growing demographic of young outdoor enthusiasts and established communities keen on exploring the outdoors. The store aims to empower locals with the freedom to engage in outdoor activities, reflecting the increasing interest in outdoor adventures.
The flagship store introduces an array of innovations in outdoor retail, featuring premier brands like The North Face, Columbia, Salomon, and Sports Direct’s own Karrimor. It also heralds the partnership with On, a new addition that enhances the store’s Run category offerings.
Occupying 60,000 sq. ft and spread over three floors, the store offers an unparalleled shopping experience. It incorporates the latest in technology, design, and interactive features, including seasonal in-store showcases, digital mannequins, and advanced product finders.
A cornerstone of the store is the Outdoor Concept, designed to assist customers in selecting the ideal outdoor footwear through tailored recommendations. This initiative positions Sports Direct as the preferred retailer for Europe’s new generation of outdoor adventurers.
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The Outdoor Concept at the flagship store features a standout section known as Base Camp, designed to immerse consumers in a technology-rich environment, supported by expert advice for selecting the perfect outdoor products. Highlights of this area include a terrain tester that allows for the testing of outdoor footwear across various surfaces, and pre-weighted backpacks to assist customers in choosing the most suitable backpack for their needs. Additionally, Scan & Learn stations offer easy access to detailed outdoor trip information through QR codes. A collaboration with Strava provides Sports Direct customers with a 60-day complimentary trial, granting access to local hiking trails. Moreover, the area is equipped with guides for correctly lacing walking and hiking shoes, as well as advice on how to pack for outdoor excursions. Complementing these features are interactive digital mannequins that offer product recommendations based on the weather, enhancing the shopping experience with personalised advice.
Furthermore, the Cardiff flagship store boasts specialist sporting areas for Football, Rugby, and Running, complemented by leading sports brands such as Nike, Adidas, Puma, Under Armour, New Balance, and Asics.
The new Sports Direct Cardiff store also features:
- USC: A dedicated space for trend-focused shoppers offering premium lifestyle brands.
- GAME: The leading games retailer, offering an extensive range of games, consoles, and accessories.
- Evans Cycles: A unique area with a wide selection of bikes, parts, accessories, and clothing, introducing Evans Go, an express version of the standard stores.
Ger Wright, Frasers Group Managing Director, Sports, shared his enthusiasm for the new store: “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. As the appetite for outdoor adventurers increases, we want to provide our consumers with an unrivalled retail experience through trail running, trekking, hiking and beyond. 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.”
