The fashion for retail bigger rebuilds and upgrades continues with Frasers Group’s Sports Direct becoming the latest, opening an all-new flagship at Milton Keynes’ Midsummer Place Shopping Centre. 

The move to a larger destination in the city “underscores the group’s ongoing commitment and investment to delivering innovative and engaging experiences for local communities”, Frasers said.

Set across two floors, and 50,000 sq ft, the store “acts as the pinnacle sports destination” in Milton Keynes, featuring sports and leisure brands including Nike, Adidas, Under Armour, Puma and ASICS, as well as Frasers Group’s USC, Evans Cycles, GAME and Jack Wills.

The store is also the first UK retailer to showcase Nike Strength, the brand’s premium training equipment range “designed to empower athletes of all levels”. 

Frasers said the Nike Strength addition “not only reinforce our influence in the industry but also demonstrate our unwavering commitment to providing unparalleled choice for fitness enthusiasts and setting bold new standards in sport”.

Alongside the new feature, Sports Direct’s new Home Sport Department also makes its store debut, featuring integrated digital touchpoints that allow customers to shop for products only available online. 

These include products such as snooker and pool tables, trampolines, treadmills, tents, and gym equipment with the “innovative concept ensur[ing] a seamless connection between in-store and online shopping, broadening access to Sports Direct’s extensive product range”.

Also two new additions are Sports Direct’s Outdoor Concept and Running Concept, the latter featuring a running gait analysis machine.