UK retailer Sports Direct has launched its first Australian store at Westfield Fountain Gate, positioning itself as “a one-stop destination for performance gear and athleisure”.
The retailer has already locked in its second location, confirming a March opening at Chatswood Chase in Sydney’s north. Beyond these initial sites, Sports Direct is laying out an ambitious roadmap, aiming to establish more than 100 stores across Australia and New Zealand over the next decade.
Following the Chatswood opening, Sports Direct and its local partner, Accent Group, plan to accelerate expansion, targeting 30 stores across Australia within the next three years. The brand says additional locations in major cities are already under consideration.
“Australia’s passion for sport is unmatched, and that made it the perfect next step for Sports Direct,” said Daniel Agostinelli, CEO of Accent Group. “With Accent’s retail expertise and Sports Direct’s global capabilities, we’re creating a new kind of one-stop sports destination, combining global brands with unbeatable range.”
The Westfield Fountain Gate store offers Australian consumers a broad selection of international brands, including Nike and Adidas, alongside Sports Direct’s exclusive labels such as USA Pro, Karrimor and Sondico.
