Fraser Group’s Sports Direct unit will open two new flagship stores in London’s Westfield Malls as part of its expansion plans in the UK.

The two stores, one in Westfield Stratford and the other in Westfield London, mark what the group said was “further progress” in its elevation strategy.

“We are incredibly excited about the launch of these new flagship Sports Direct stores, which are a testament to Frasers Group’s unwavering commitment to elevating the retail experience for sports enthusiasts across the city and the UK,” expressed Ger Wright, managing director of sports, Frasers Group. “These new retail spaces also reflect our commitment to providing our customers with unparalleled access to the best sports retail experience.”

Wright said the Oxford Street flagship will remain the cornerstone of the Sports Direct brand in London, while the two new stores will further “enrich the sports retail landscape, offering unique and immersive shopping experiences.”

Image courtesy Sports Direct/Frasers Group