Sports Direct is trialling Norwegian outdoor brand Helly Hansen and a running concept at its Oxford Street flagship ahead of a European roll-out.
The scale of the 60,000 sq ft store, which opened on May 23 at 150 Oxford Street, gave the business the “opportunity to test out new labels” and gauge consumer reaction, a spokesman said.
The exclusive running area offers a wide range of technical products and gadgets, including a gait analysis service.
A Sports Direct spokesman said the store was performing well and it was “pleased with customer reaction”.
The store, which was previously occupied by HMV and is opposite Marks & Spencer’s Pantheon branch, stocks Sports Direct’s full collection including specialist outdoor area Field & Trek, Soccer Scene for football lovers and European Golf, with a range of clubs and golfing accessories.
The retailer is now working on extending its Glasgow Argyle Street store from 22,000 sq ft to 50,000 sq ft, which will be completed in October.