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Pro-Direct chooses London for its first store

Sports etailer Pro-Direct is preparing to open its first standalone store just off London’s Carnaby Street.

The etailer has agreed a deal with Shaftesbury to open a 1,500 sq ft store at 19 Foubert’s Place, adjacent to the Adidas Originals store which is due to open at 15 Foubert’s Place next month.

The store, which will open tomorrow (July 23), will be dedicated to the sale of football boots and will be fitted out in what the retailer has called a ‘street view’ concept which includes a floor to ceiling gallery wall displaying rare and signed boots from the Pro-Direct archive. Football specialists will also be on hand to give customers expert advice on products. 

Brands to be sold through the store include Adidas, Nike, Puma and Italian brand Pantofola d’Oro.

Pro-Direct was launched in 1981 and sells sports clothing and equipment for activities including football, rugby, running, cricket and tennis.

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