Sports Direct makes Nordic debut with new Helsinki flagship

The opening marks a significant milestone in Frasers Group’s Elevation Strategy as it continues to expand its international footprint and bring sporting excellence to new customers and markets.

Frasers Group has opened the doors to its first Sports Direct flagship store in the Nordics. Located in Helsinki Citycenter Mall, the new flagship spans two floors and 30,000 sq ft, bringing the world’s best sports and lifestyle brands to Finland’s capital. Customers can shop global names including Nike, adidas, PUMA, Under Armour, The North Face, and Columbia across menswear, womenswear, and kidswear, offering the very best in sport, leisure, and lifestyle.

The store will feature Sports Direct’s signature Running, Football, and Outdoor Concepts, offering customers high-quality products and equipment to support their sporting journeys. A dedicated bike zone has been introduced to serve the local community and reflect Finland’s strong outdoor sports culture. The bike workshop will provide servicing and maintenance repairs.

he flagship is further complemented by USC – part of Frasers Group’s brand portfolio – offering a curated selection of premium and trend-led fashion, footwear and accessories, from brands such as HUGO and Lacoste.

Lauren Barrie, Chief Retail Officer at Frasers Group, commented: “Opening our first Sports Direct store in the Nordics marks an important milestone in our international growth journey. The region is a key strategic market for us, with a strong affinity for sport and outdoor activity, and we’re pleased to be bringing the Sports Direct proposition to customers in Helsinki.”

Following the acquisition of XXL last year, this opening represents another significant step in Frasers Group’s Nordic expansion and wider Elevation Strategy. With both XXL and Sports Direct operating across the region, the Group is well positioned to deliver stronger product availability, better value and a more compelling in-store experience for customers across the Nordics.

The store opened 29th May and is located at Citycenter Mall, p.c/o Sponda Oy, PL 940, Helsinki, FI-00101, Finland.