Frasers Group has opened the doors to its first Sports Direct flagship store in the Nordics.
Located in Helsinki Citycenter Mall, the new flagship spans two floors and 30,000 sq. ft, bringing the
world’s best sports and lifestyle brands to Finland’s capital. Customers can shop global names including
Nike, adidas, PUMA, Under Armour, The North Face, and Columbia across menswear, womenswear, and
kidswear, offering the very best in sport, leisure, and lifestyle.
The store will feature Sports Direct’s signature Running, Football, and Outdoor Concepts, offering
customers high-quality products and equipment to support their sporting journeys. A dedicated bike zone
has been introduced to serve the local community and reflect Finland’s strong outdoor sports culture. The
bike workshop will provide servicing and maintenance repairs.
The flagship is further complemented by USC – part of Frasers Group’s brand portfolio – offering a curated
selection of premium and trend-led fashion, footwear and accessories, from brands such as HUGO and
Lacoste.
Lauren Barrie, Chief Retail Officer at Frasers Group, commented: “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.”
Following the acquisition of XXL last year, this opening represents another significant step in Frasers
Group’s Nordic expansion and wider Elevation Strategy. With both XXL and Sports Direct operating across
the region, the Group is well positioned to deliver stronger product availability, better value and a more
compelling in-store experience for customers across the Nordics.
