Frasers Group has opened its first Sports Direct flagship store in the Nordics with a new location in Helsinki, Finland.
Located in the Helsinki Citycenter Mall, the new flagship store spans two floors and 30,000 sq ft, offering a selection of sports and lifestyle brands to the Finnish capital. Customers can shop international brands such as Nike, adidas, PUMA, Under Armour, The North Face, and Columbia across menswear, womenswear, and kidswear.
The store opened on May 29, 2026. The opening marks a milestone in the international expansion strategy of Frasers Group. The company is aiming to expand its international footprint and bring its retail concept to new markets.
The store features Sports Direct’s signature Running, Football, and Outdoor Concepts, designed to provide high-quality products and equipment. Reflecting the strong outdoor sports culture of Finland, a dedicated bike zone has been introduced to serve the local community. The bike workshop will offer servicing and maintenance repairs.
The flagship is further complemented by USC, a brand offering within the Frasers Group portfolio. USC offers a curated selection of premium fashion, footwear, and accessories from brands such as HUGO and Lacoste.
Lauren Barrie, Chief Retail Officer at Frasers Group, said “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.”
Following the acquisition of Nordic retailer XXL during the 2025 season, this opening represents another step in the retail group’s expansion across the region. With both XXL and Sports Direct operating in the market, the group aims to deliver stronger product availability and an enhanced in-store experience for consumers in the Nordics.
