The newly reopened London flagship store features a £10M refurbishment that brings to life Sport Directs new brand direction.
Set to ‘revolutionise’ the way consumers shop, the 50,000sq ft concept store offers over 140 brands across four floors, including the world’s first independently reviewed bra-finder tool, and product personalisation services.
The store has been completely upgraded with a completely new vision and the group is committed to bringing the very best brands, environment, product innovations and experience to the London market.
Group Head of Elevation, Michael Murray, who has led the development of Sports Direct’s strategy, commented: “Sports Direct’s most iconic store, located in the heart of London’s Oxford Street, has been completely renovated to reflect our new vision and purpose. This is a pivotal moment in an era of massive change; bringing to life our elevation strategy in a physical space, not least, in a globally recognised destination.”
