Sports Direct opens flagship store at Westfield White City

Frasers Group has opened the doors to a new flagship store for Sports Direct at Westfield White City in Shepherd’s Bush.

Joining the brand’s first flagship store on London’s Oxford Street, the 29,000 sq ft location spans two floors and features a range of fitness and performance wear, equipment, and footwear from brands such as Nike, Adidas, Under Armour, Puma, and ASICS.

Customers will be able discover Sports Direct’s Running Concept, its newly-introduced Outdoor Concept, and dedicated sections set out for various sports categories.

Alongside the retailer’s core offering, the store also features brand’s from other Frasers Group-owned companies such as GAME and USC.

Michael Murray, chief executive officer at Frasers Group, said: “As a leading global retailer in sports, Sports Direct is committed to providing customers with unparalleled access to the best brands and the best sports retail experience. We understand the importance of evolving to meet consumer needs – especially in a crucial market like London. With this opening, we’re building on the successful formula from our Oxford Street store, bringing another unmatched destination for sports enthusiasts.”

Frasers Group secured two major leases in London’s Westfield Shopping Centres earlier this year. With the first store now open, Sports Direct at Westfield Stratford is set to open in Spring 2025.