The Frasers Group-owned retailer is heading for a ‘huge push’ in to the European market.
The brand, which already has stores in Belgium, Austria, Portugal, Ireland and the Baltic states, intends to open flagship stores in all capital cities in Europe as part of a five-year plan to elevate its international status.
Michael Murray, Head of Elevation for Frasers Group, commented: “The beauty with Sports Direct is that we are in a very fortunate and agile position. We’re looking at lots and lots of stores now. We’ve proven the concept works and we have confidence in our concept. Landlords want to work with us and we’ve never been in a better place with our brands.”
The European expansion announcement comes following the brand’s £10M upgrade of its 50,000sq ft London flagship store on London’s Oxford Street which reopened last week. A further part of the expansion will be to increase the brands appeal to its main partners such as Nike, Adidas and Under Armour.
