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Sports Direct prepares to open in HMV’s Oxford Street flagship

Sports Direct will almost quadruple its square footage on London’s Oxford Street on Friday (May 23), with the opening of its new megastore in the former HMV unit on the east side of Oxford Circus.

The 60,000 sq ft site, opposite Marks & Spencer’s Pantheon store, will showcase Sports Direct’s full collection including an expert “She Runs He Runs” area specialising in running needs, specialist outdoor area Field & Trek, Soccer Scene for football lovers, and European Golf, with a full range of clubs and golfing accessories.

Sports Direct has a 17,000 sq ft store nearby in the Plaza shopping centre, which will be converted into the company’s USC fascia.

A Sports Direct statement said: “We are delighted to be opening our new store on Oxford Street. As our company continues to grow throughout the UK, our ethos has never changed in that we offer our customers the biggest brands in all types of sportswear, footwear and sports equipment at low prices.”

Readers' comments (3)

  • Isn't this a blatant PR piece for Sports Direct?

    On could argue that Sports Direct personifies the downmarket culture of the u.k to visitors of London. Shame. London should be about quality, not £1 footballs and shoddy sportswear.

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  • Why a PR piece? Have you seen how busy Lillywhites is?
    Now they have two huge discount sports stores in key tourist areas. The tills will be ringing.

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  • Shame the HMV unit has gone to Sports Direct. It's too chavy an outfit for Londoners and I'm not sure what the typical tourist will make of it. Can't see the Japanese queueing up for cheap footballs!

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