Sports Direct opens new megastore in Kingston’s historic Market Place

Sports Direct has opened a new 31,000 sq ft store at 10-13 Market Place in Kingston upon Thames, set over new floors and also housing Fraser Group’s USC and GAME retail concepts.

Located next door to NEXT, the new store marks a relocation for Sports Direct in the old market town, having previously had a longstanding store on Fife Road in Kingston – around the back of the Bentall Centre.

Sports Direct Kingston. Photo by Joas Souza

The store features key global brand partners including Nike, Adidas, New Balance and Puma, offering products across multiple sports and fitness categories for men, women and children.

Customers can explore Sports Direct’s signature ‘Running’, ‘Football’ and Outdoor’ concepts, as well as specialist sports zones. The store also features a dedicated tennis racket restringing service in partnership with Wilson – the first of its kind within a Sports Direct location.

Sports Direct Kingston. Photo by Joas Souza

The opening builds on Frasers Group’s “bold retail expansion and ambitions”, and forms part of its broader plans to continue evolving its store portfolio in the UK and internationally.

Lauren Barrie, Chief Retail Officer at Frasers Group, said: “Sports Direct Kingston is another example of how we’re elevating the UK’s sports and lifestyle retail offering.

“Delivering immersive retail destinations that bring together global brands and specialist services under one roof. This opening is another important step in delivering our Elevation Strategy.”

Sports Direct Kingston. Photo by Joas Souza

The new Sports Direct location in Kingston comes amid news that there are plans to “revive” the historic street market, which first opened in 1170 and is said to be one of the oldest in London, according to BBC News.

Operator Between the Bridges, which took over management of the Kingston Ancient Market in April 2025, has submitted plans to Kingston Council to replace the market's existing stalls and redesign their layout (providing space for 45 stalls), as well as redevelop the central piazza.

The central Grade II listed Market House, which has predominantly been empty in recent years, would also be revamped to bring it back into use. A restaurant and cafe would open on the ground floor of the building, along with a bar and events space on the first floor, with a roof terrace providing seating overlooking the square.