
A new Sports Direct store has opened at the Midsummer Place shopping centre in Central Milton Keynes.
The Fraser Group’s sporting goods retailer has opened a new 50,000 sq ft shop in the lot formerly occupied by Debenhams and Next Beauty in the shopping centre, with the new location opening on Saturday (23/11).
Sports Direct had previously been operators of a branch elsewhere in Midsummer Place.
In addition to clothing by sports brands such as Nike, Puma, Adidas and Under Armour, there will also be multiple concessions for other Frasers Group retail brands such as USC, Evans Cycles, GAME and Jack Wills.
Fraser Group have also said the store will be the first UK retailer to showcase Nike Strength, a premium training equipment range designed to empower athletes of all levels.
Sports Direct’s new Home Sport Department will also makes its debut at this store, featuring 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. This concept has been introduced to ensure a seamless connection between in-store and online shopping, broadening access to Sports Direct’s extensive product range.
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.”