Sports Direct opens a new store at Westfield Stratford City

• Spanning 20,000 sq ft across two floors, the state-of-the-art store offers the best in global sports brands and reinforces Sports Direct’s growing footprint in the UK’s capital.
• This relocated store marks a significant expansion of Sports Direct’s presence in London and further progress against Frasers Group’s Elevation Strategy.

Frasers Group plc has unveiled Sports Direct’s newest store at Westfield Stratford City Shopping Centre, bringing a next-generation sports and lifestyle experience to East London.

Spanning 20,000 sq.ft across two floors, Sports Direct Westfield Stratford City houses a wide range of apparel, footwear, and equipment across menswear, womenswear, and kidswear from world-renowned brands alongside Frasers Group’s GAME. Customers can discover Sports Direct’s acclaimed Running Concept and Outdoor Concept, as well as dedicated sections set out for various sports categories. These innovative additions create an engaging and educational shopping experience, enabling customers to test products in a dynamic and immersive environment.

The new opening coincides with the start of the busy summer sporting calendar, including the London Marathon, Wimbledon and the Women’s EURO 2025 Championships, reinforcing Sports Direct’s relevance to the local community and its ongoing commitment to supporting every level of athlete, from grassroots to elite.

“As one of the world’s most dynamic sports markets, London continues to play a vital role in our strategy,” said Lauren Barrie, Group Head of Retail at Frasers Group. “The opening of our Westfield Stratford City store builds on the momentum from Oxford Street and White City and highlights our ambition to deliver cutting-edge retail experiences in key locations.”

In 2024, Frasers Group secured two major leases at London’s Westfield shopping centres, reaffirming its commitment to delivering world-class retail experiences. Now open, both Sports Direct stores offer an elevated customer journey, complete with digital touchpoints and exclusive perks for Sports Direct members – setting a new standard for sports retail in the capital.