Frasers Group has opened the first Sports Direct flagship store in the Nordics, launching a new 30,000 sq ft location at Helsinki Citycenter Mall.
The Sports Direct Helsinki store, which opened on 29 May 2026, spans two floors and brings together sports, leisure and lifestyle ranges across menswear, womenswear and kidswear. Brands available at the Helsinki flagship include Nike, adidas, PUMA, Under Armour, The North Face and Columbia.
The format includes Sports Direct’s Running, Football and Outdoor Concepts, with product areas designed around specific sports and activities. A dedicated bike zone has also been introduced for the local market, reflecting Finland’s outdoor sports culture. The bike workshop will provide servicing and maintenance repairs.
The flagship also includes USC, part of the Frasers Group brand portfolio, offering fashion, footwear and accessories from brands including HUGO and Lacoste.
“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.”
Lauren Barrie, Chief Retail Officer at Frasers Group
The opening follows Frasers Group’s acquisition of XXL last year and forms part of its wider Elevation Strategy. With both XXL and Sports Direct operating across the region, the group said it is positioned to improve product availability, value and in-store experience for customers across the Nordics.
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The post Sports Direct Opens First Nordic Flagship In Helsinki appeared first on 365 Retail – Retail News and Events.
