Sports Direct will trial the Norwegian outdoor brand Helly Hansen and a running formula in its flagship store in London with possible expansion in Europe.
Lab for European expansion
The new flagship store is 5,574 sqm and opened on 23 May on Oxford Street. The NME website says the retailer will pay 320 million pounds per year for the location and the company will use the location as a laboratory for new brands and customer opinion, according to a spokesperson.
The running store will offer a wide range of technical products and gadgets, while customers can also ask for running advice. A spokesperson has divulged it is going well and that consumers are satisfied.
The store has taken the spot of the former HMV entertainment store and sells the entire Sports Direct range, including its Field and Trek, Soccer Scene and European Golf brands. The company has over 470 stores in England, with additional stores in dozens of European countries. For example, in Belgium, Sports Direct has over 50 stores.