Sports Direct has continued to roll out its “elevated” retail concept with a new 50,000sq ft two floor store at the Midsummer Place shopping centre in Milton Keynes.
The store will house names including Nike, Adidas, Under Armour, Puma and Asics, as well as Frasers Group-owned brands USC, Evans Cycles, Game and Jack Wills.
The sporting giant’s new store is the first in the UK to showcase Nike Strength, a premium training equipment range “designed to empower athletes of all levels”.
The Milton Keynes store will also mark the debut of the Home Sport department, which offers more choice to consumers by “seamlessly bridging the gap between online and in-store shopping experiences”.
It features integrated digital touchpoints that allow customers to shop for products only available online. Products such as snooker and pool tables, trampolines, treadmills, tents and gym equipment are now easily accessible.
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Frasers Group manging director of sport Ger Wright said: “The opening of Sports Direct Milton Keynes reflects our continuous ambition to deliver new, elevated experiences to consumers as part of our ongoing growth strategy.
“This store combines leading sports brands with specialist zones, including our new Home Sport department, establishing it as the ultimate destination for sporting goods in Milton Keynes.”
The new Milton Keynes follows last month’s launch of a new 70,000sq ft combined Frasers and Sports Direct store at Fremlin Walk shopping centre in Maidstone, Kent.
It also comes soon after September’s opening of Frasers Group’s combined Frasers and Sports Direct 100,000sq ft “next generation” flagship store at Meadowhall shopping centre in Sheffield, which saw Sports Direct take a majority 55,000sq ft on level one.
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