Frasers Group opens relocated Sports Direct and Flannels stores at Westfield Stratford

Frasers Group opened a new 20,000 sq ft Sports Direct store and 5,000 square foot Flannels store on the first floor at Westfield Stratford in East London yesterday, 30 April.

Both located at 1106-1109 The Street at Westfield Stratford, Sports Direct has moved from its space at 201 The Gallery at the shopping centre, while Flannels has relocated from Unit 58-59, The Arcade.

Sports Direct Stratford, London. Photo by Joas Souza

The new Sports Direct store follows the opening of its 29,000 sq ft store at Westfield London (White City) just before Christmas last year and has the same elevated and "state-of-the-art" design.

Set over two floors, the new store is carrying brands including Nike, Adidas, Puma, Asics, New Balance and Under Armour, and is housing the retailer’s ‘Running’ and ‘Outdoor’ concepts as well as a dedicated GAME area.

Lauren Barrie, Head of Retail at Frasers Group, said: "As one of the world’s most dynamic sports markets, London continues to play a vital role in our strategy.

"The opening of our Westfield Stratford City store builds on the momentum from Oxford Street and White City and highlights our ambition to deliver cutting-edge retail experiences in key locations."

Flannels Stratford, London. Photo by Joas Souza

The new Flannels store has a carefully curated mix of luxury fashion and contemporary streetwear – from Givenchy, Off-White, Casablanca and Fear of God Essentials - to emerging brands like Odd Muse and Cleens – all within a sleek, modern space.

Barrie added: "The relocation of Flannels Stratford reflects our continued investment in elevating the customer experience and strengthening our presence in key markets.

"Despite wider market challenges, we are focused on delivering dynamic environments that meet the evolving expectations of today’s luxury consumer."