Frasers Group has opened a new Sports Direct store in Kingston upon Thames, marking a further step in the retailer’s London expansion and its ongoing Elevation Strategy.
The new store spans 31,000 sq ft across two floors at 10–13 Market Place, bringing together sports and lifestyle clothing, footwear and equipment for men, women and children. The opening reflects the group’s continued investment in larger, multi-brand retail formats designed to broaden customer offer and enhance in-store experience.
Multi-Brand Format and Store Design
The Kingston location incorporates a range of global brand partners, including Nike, adidas, New Balance and PUMA, with product categories covering multiple sports and fitness disciplines. The store layout includes dedicated Running, Football and Outdoor concepts, alongside specialist sports zones intended to support more focused customer engagement.
In addition to third-party brands, the store integrates elements from across the Frasers Group portfolio, including USC and GAME, consolidating multiple retail propositions within a single destination.
Service Integration
A notable feature of the store is its partnership with Wilson, which introduces an in-store tennis racket restringing service. This is the first time such a service has been implemented within a Sports Direct location, signalling a move towards more specialist, service-led retail components.
The opening forms part of Frasers Group’s wider programme to evolve its store portfolio in the UK and internationally, with a focus on larger-format environments that combine brand partnerships, services and experiential retail elements.
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