Sports Direct flagship on Oxford Street to get revamp

Frasers Group plans to revamp its flagship Sports Direct shop on Oxford Street, showing a vote of confidence in London.

The firm, led by retail tycoon Mike Ashley and behind brands such as House of Fraser and Flannels, said its store programme “continues to go from strength to strength”.  

Frasers Group said: “Our aim is to become, in the minds of consumers, partners and suppliers, the number one sporting goods retailer in Europe.”

It added that its undertaking “significant investment on our flagship Sports Direct store” in the West End, “confident in its future trading prospects”.

Frasers Group’s finance director Chris Wootton said a revamp would take place in 2021.

Wootton told the Evening Standard: “We all know London has been badly hurt [by the pandemic].” But he added: “London is a great city and it will get back.”

Central London retailers have seen weaker footfall this year due to travel restrictions hitting tourist numbers, and office workers doing their jobs remotely.

Earlier this month ‘non-essential’ retailers were allowed to reopen shops in England from the second lockdown.