London Stock Exchange – Sports Direct reopens flagship Oxford St store after £10 million tech makeover complete with holograms
Things have been tough on the high street lately, with the pandemic hitting the retail industry hard there has been a string of closures in the past year including heavy weights Topshop and Debenhams.
Shoppers returning to London’s Oxford Street who have missed a real in store experience are in for a treat after Sports Direct reopened its flagship store following a £10 million refurbishment.
The four-storey shop which covers 50,000 sq ft has unveiled a new high tech makeover and is offering much more than trainers and tracksuits.
Highlights include a Fifa video gaming area, holograms of the latest trainers and virtual selfie mirror where children can appear in their favourite team strips.
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Basketball fans can also enjoy a “Jumpman zone” area where they can jump as high as they can and get a video of it sent to their phone.
The store now also boasts 100 digital screens, a large selfie booth and bra fitting zone, and will stock over 140 brands.
Shoppers will also be able to customise football boots and shirts with initials and emojis.
Michael Murray, Sports Direct’s group head of elevation, says the company wanted the shop “to be the best sports store in the world”.
“It is the most digitally enabled store we’ve ever done; it is really forward thinking” he added
The store is aiming to offer shoppers a different, more interactive experience. As well as the screens and touch points there are phone charging points and tablets for customers to order any sizes not available
PlayStations and accessories such as controllers and headsets will also be available to buy in store.
It seems Sports Direct is going for an image refresh, moving away from it’s bargain basement image.
There are now premium brands like Lacoste available to appeal to new customers.
The reboot is part of a wider move to give other London stores a refresh and light-touch refurbishment, and reinvest in its brick and mortar stores.
Mr Murray said: “I believe stores which are tired, under-invested, will have a lack of branded products in them in the future.
“Sports Direct however is doing completely the opposite. We are investing in stores… we believe in the high street.”
Undeterred by the impact of the pandemic on the retail sector the brand is keen to maintain its presence on Oxford Street and is remaining optimistic about the future he said,
“Obviously the footfall in London is not great at the moment, but we do believe long term it’s going to bounce back.”
Tag: London Stock Exchange
London Stock Exchange - Sports Direct reopens flagship Oxford St store after £10 million tech makeover complete with holograms