- Exhausting 20,000 square feet on two floors, the cutting edge store offers the best of world sports brands and strengthens the growing direct sports imprint in the British capital.
- This moved store marks a significant expansion of the presence of direct sports in London and additional progress against the elevation strategy of the Frasers group.
Frasers Group PLC unveiled the new direct sports store at the Westfield Stratford City Shopping Center, offering a new generation sports and lifestyle experience in East London.
Exhausting 20,000 square feet on two floors, direct sports Westfield Stratford City is home to a wide range of clothes, shoes and equipment through men's clothing, women's clothing and kidswear of world renowned brands alongside the Frasers group's game. Customers can discover the concept of racing and the outdoor concept of direct sports, as well as dedicated sections which take place for various sports categories. These innovative additions create an engaging and teaching shopping experience, allowing customers to test products in a dynamic and immersive environment.
The new opening coincides with the start of the busy summer sports calendar, notably the London Marathon, Wimbledon and the female championships of Euro 2025, strengthening the relevance of direct sports for the local community and its continuous commitment to support all levels of athlete, from base to elite.
“As one of the most dynamic sports markets in the world, London continues to play an essential role in our strategy,” said Lauren Barrie, retail leader in the Frasers group. “The opening of our store in Westfield Stratford City relies on the momentum at Oxford Street and White City and highlights our ambition to provide cutting -edge retail experiences in key places.”
In 2024, Frasers Group obtained two major leases in London Westfield shopping centers, reaffirming its commitment to offer world -class retail experiences. Now open, the two Direct Sports stores offer a high customer route, with digital contact points and exclusive advantages for direct sports members – establishing a new standard for retail sale of sports in the capital.
