Sports Direct plans to expand into key UK and European cities as part of a five-year plan.
The retailer has just completed a £10m refurbishment of its Oxford Street flagship in an effort to transform its image. The flagships are seen a vital by many of the retailer’s suppliers.
The 50,000 sq ft, four-storey store now features a Fifa video gaming area, holograms of the latest trainers, virtual selfie mirrors that allow children to appear in their favourite team strips and services to personalise football boots.
Sports Direct plans to open two more large, expensive stores in Birmingham and Manchester to add to 100 ‘elevated’ stores this year in the UK and Europe.
The group is also pushing landlords to accept turnover-linked rent.
