Our new retail design for Sports Direct store sees a category-led approach, a distinct move away from each brand being present with their own fixturing. Densely merchandised unitary has been replaced with clear in-store navigation, open drive aisles and clear sight lines. Busy and overwhelming store elements have also been replaced to move away from the “stack high, sell cheap” reputation that shoppers have begun to associate with the brand.
A key focus for the concept was to attract a new customer to the store. We determined a strategy that would appeal to everyone, moving away from stereotypical associations of Sports Direct as a football destination. Understanding the significant importance of athleisure fashion, we designed a store concept that will provide consumers with affordable, trend-led sportswear ranges. A dedicated women’s and kids’ destination with experiential areas, shoppable mannequin displays and an urban-inspired zone with selfie mirror, enhances appeal to these consumers.
In response to customer feedback, the new store also features a number of gender-neutral changing rooms, complete with 360-degree digital mirrors. The ‘beyond sport’ concept has involved designing from the ground up to create a retail store that focusses on the needs of both the customer and store staff. The new flexible retail system allows brands to easily showcase new products whilst ensuring the store remains agile with the ability to be updated quickly and cost-effectively.