Frasers Group has opened its first flagship Sports Direct store in the Nordics, marking the Group’s latest investment in the market.

The store, based in Citycenter Mall, Helsinki, spans 30,000 sq. ft across two floors and contains Sports Direct’s running, football, and outdoor concept zones in which products are displayed by end use rather than brand.

Sports Direct concept zones in its other flagship stores such as Cardiff and London include interactive features including gait analysis machines, astroturf floors to test sports footwear, and pre-weighted hiking backpacks.

Frasers Group said the store will provide global brands to Finnish customers, including adidas, Columbia, Nike, PUMA, The North Face, and Under Armour.

The flagship store also contains a department for the premium clothing retailer USC, which offers fashion, footwear and accessories from brands including HUGO and Lacoste.

Lauren Barrie, chief retail officer of Frasers Group, commented: ““Opening our first Sports Direct store in the Nordics marks an important milestone in our international growth journey. “The region is a key strategic market for us, with a strong affinity for sport and outdoor activity, and we’re pleased to be bringing the Sports Direct proposition to customers in Helsinki.”

Frasers Group embarked on its ‘elevation strategy’ in 2019, when it changed its name from Sports Direct International in a move to target the sports, premium, and luxury markets. Michael Murray, chief executive of Frasers Group, has prioritised international expansion as part of the elevate strategy since taking on the role in 2022.

In 2025, Frasers Group acquired Norwegian sporting and outdoor goods retailer XXL.

It said in the announcement that alongside this established brand, the addition of Sports Direct to the region expands its overall foothold in the Nordics.

Since then, the organisation has also acquired the regional sports businesses Hervis Hungary and Hervis Romania from SPAR Austria Group, as well as securing a majority shareholding in the Italian sport retailer Maxi Sport.

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