Sports Direct is set to open its fourth flagship store in Cardiff, Wales, marking the launch of a new Outdoor category. With a new and younger generation of outdoor adventurers on the rise and both developing and existing communities embracing the category, Sports Direct is now giving locals the freedom to take on the great outdoors.
The new flagship store aims to take the outdoor shopping experience to new heights with the latest innovations from brands such as The North Face, Columbia, Salomon, and Sports Direct’s own brand Karrimor, as well as becoming one of the the first stores to launch Sport Direct’s newest brand partner: On, further elevating the offering in the Run category.
Spanning 60,000sq ft and across three floors, customers will be immersed in the latest technology, design and interactive shopping experiences including in-store seasonal showcases, digital mannequins as well as innovative product finders.
The new Outdoor Concept allows customers to find the perfect outdoor footwear to fit their needs through filtered, catered product recommendations, making Sports Direct the go-to retailer for a new generation of outdoor adventurers across Europe.
Key features of the Outdoor Concept will include:
- Base Camp – an immersive space where consumers can use different technologies and staff expertise to find the perfect products. The Base Camp includes:
- Terrain tester – allowing consumers to test out outdoor shoes on different types of terrain before purchasing.
- Weighted bags – a selection of backpacks which are pre-weighted, allowing consumers to discover which backpack is ideal for their expedition.
- Scan & Learn stations – consumers can use their phones to scan a QR code and access information on everything they need for their trip outdoors.
- Strava partnership – 60 day free trial exclusive to Sports Direct customers visiting the Cardiff store, giving consumers access to local hiking routes via Strava route planner.
- Lacing Guide – explaining how to lace your walking/hiking shoes.
- Packing Guide – diving into how to pack for your trip, whether its a day or a week
- Interactive digital mannequins – advising consumers on the best product for different types of weather.
As well as the new Outdoor store concept, the Cardiff flagship will feature specialist (or elevated) sporting areas for Sports Direct’s Football, Rugby, and Running categories, helping consumers achieve the most out of their training. Sports fans will also have access to the world’s biggest sports brands including Nike, Adidas, Puma, Under Armour, New Balance and Asics.
Additionally, customers will have access to the below, all available under one roof:
- USC: a dedicated area set out for trend-focused customers to explore and shop the most iconic premium lifestyle brands in one space – from authentic branded denim and urban fashion to accessories and footwear.
- GAME: the leading games retailer provides extensive and expert knowledge to customers, offering the latest games, consoles, and accessories.
- Evans Cycles: a unique space, offering market-leading selection of bikes, parts, accessories, and clothing as well as launching a new concept for Evans Go – the Express version of standard Evans stores.
Ger Wright, Frasers Group managing director, Sports, comments: “As we continue to elevate our unique proposition, the opening of our new Cardiff flagship store marks the launch of our eagerly anticipated new outdoor category concept as it continues to be a growing area of interest for our consumers.,
“As the appetite for outdoor adventurers increases, we want to provide our consumers with an unrivalled retail experience through trail running, trekking, hiking and beyond.
“Driven by the strength of our expansion into Europe, the engaging and innovative Outdoor concept supports our mission to become the number one sporting goods retailer in EMEA.”
The Sports Direct flagship store is located at 63-67 Queen Street, Cardiff, CF10 2BH.
