Shore Capital retail analyst John Stevenson said the new design marked a significant shift away from rival Sports Direct. He added that it demonstrated a clear move away from heavy discounting and a cluttered shopfit.
Stevenson said: “The stock density is lower and it isn’t so heavily focused on discounting. There is still clear signage to illustrate the value prices, but it doesn’t take over the shop.
“I’d expect to see at least high single-digit like-for-like growth, if not double-digit,” he added.
The retailer’s footwear offer, which has been split into distinct areas, has been brought to the front of the store. It replaces the tills, which are now at the back.