Sports Direct will open at Orchard Centre in Didcot, which is owned and managed by Hammerson, in autumn 2019, where it has taken a 9,000 sq ft unit.
Founded in 1982, Sports Direct is the UK’s largest sporting goods retailer, operating across 700 stores and 19 European countries. Working with over 29 international brands such as Adidas and Under Armour, Sports Direct bring a diversified offering of sports, fitness, fashion and lifestyle products to customers. The Orchard Centre location will also include a USC streetwear and fashion store.
Andrew Berger-North, UK Director of Retail Parks at Hammerson, said: “Following feedback from customers, we’re pleased to welcome Sports Direct to Orchard Centre. The signing of a prominent, international sporting goods retailer enhances and diversifies the offer at Orchard Centre, and boosts its appeal as a retail and leisure destination.”
A spokesperson for SportsDirect.com said: “This is a major part of Sports Direct’s brand elevation strategy that will see a huge investment in a number of new stores across the UK. This is the strategic vision of the business as it aims to meet the demands of an ever more sophisticated consumer who is increasingly looking for not only good value, but an enhanced shopping experience.”
The opening of Sports Direct follows the recent opening of Burger King, Berro Lounge and 24-hour gym Snap Fitness.