Sports Direct has opened a new store at Westfield White City Shopping Centre, London. Spanning 29,000 sq. ft across two floors, the store provides customers with a wide range of sports and fitness products, marking a key milestone for the retailer.
Complementing Sports Direct’s award winning flagship store on Oxford Street, the Westfield White City location offers an extensive selection of performance wear, equipment, and footwear from leading brands, including Nike, Adidas, Under Armour, Puma, and ASICS. The store also includes products from Frasers Group’s ecosystem, such as GAME and USC.
The Westfield White City store features Sports Direct’s Running Concept, a dedicated zone that uses advanced technology to provide personalised recommendations for running footwear, tailored to customers’ individual needs. Another key addition is the Outdoor Concept, which offers a specialised retail experience to educate shoppers about outdoor products and activities.
Michael Murray, Chief Executive Officer at Frasers Group, commented:
“As a leading global retailer in sports, Sports Direct is committed to providing customers with unparalleled access to the best brands and the best sports retail experience. We understand the importance of evolving to meet consumer needs – especially in a crucial market like London. With this opening, we’re building on the successful formula from our Oxford Street store, bringing another unmatched destination for sports enthusiasts.”
The opening forms part of Frasers Group’s broader Elevation Strategy, which focuses on delivering engaging and innovative retail experiences. Following this launch, a second Sports Direct store at Westfield Stratford is scheduled to open in spring 2025.
