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Sports Direct

Retail strategy

Valuable insight gained from customer focus groups enabled us to really understand the brand perception and the customer expectation of the Sports Direct retail experience. These insights were then used to inform the creative approach for the entire store, really putting that customer experience at the forefront of our ideas and building the Sports Direct brand as THE destination for both sports and lifestyle products; the widest selection for the best price.

Sports Direct Thurrock - Womens department
Womens mannequin display
Kids mannequin display

We are working to create the ultimate shopping destination for the lifestyle consumer, spanning football boots all the way to luxury fashion. The premium space we have developed at Thurrock enables us to give customers a compelling and diverse opportunity to shop.

Michael Murray – Head of Elevation at Sports Direct as quoted on Retail Focus