Sports Direct opens latest elevated store concept in Milton Keynes

Sports Direct has continued rolling out its elevated retail concept with a new 50,000 sq ft store spanning two floors at the Midsummer Place shopping centre in Milton Keynes.

Selling brands including Nike, Adidas, Under Armour, Puma and Asics, as well as Frasers Group-owned brands USC, Evans Cycles, GAME and Jack Wills, the new store is the first in the UK to showcase Nike Strength, a premium training equipment range "designed to empower athletes of all levels".

The Milton Keynes store also sees the debut of the Home Sport department, which offers more choice to consumers by "seamlessly bridging the gap between online and in-store shopping experiences".

It features integrated digital touchpoints that allow customers to shop for products only available online. Products such as snooker and pool tables, trampolines, treadmills, tents and gym equipment are now easily accessible.

Ger Wright, Managing Director of Sports at Frasers Group, said: "The opening of Sports Direct Milton Keynes reflects our continuous ambition to deliver new, elevated experiences to consumers as part of our ongoing growth strategy.

"This store combines leading sports brands with specialist zones, including our new Home Sport department, establishing it as the ultimate destination for sporting goods in Milton Keynes."

Customers can also discover Sports Direct’s newly launched Outdoor Concept, as well as its Running Concept, which features a running gait analysis machine to help customers find the right product for their running journey.

The new Milton Keynes store follows hot on the heels of last month’s launch of a new 70,000 sq ft combined Frasers and Sports Direct store at Fremlin Walk shopping centre in Maidstone, Kent (which Frasers Group now owns in its entirety and also has a 5,000 sq ft Flannels there).

It also comes soon after September’s grand opening of Frasers Group’s combined Frasers and Sports Direct 100,000 sq ft "next generation" flagship store at Meadowhall shopping centre in Sheffield, which saw Sports Direct take a majority 55,000 sq ft on level one.