Store likely to be open before the end of the year
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Sports Direct have confirmed that they are intending to open a store in the Putney Exchange before the end of the year.
A spokesperson for the discount sports goods retailer said they were unable to confirm an opening date at this time. It is thought likely that the outlet would be trading in time for Christmas.
The Putney branch will be what the company describes as an ‘elevated store’ with more premium third party brands than a traditional store and typically are larger and in strategic retail locations like shopping centres.
The elevation strategy by the company is an attempt to move their sales mix to higher margin products and change their reputation as a serial discounter.
The group have recently acquired House of Fraser and Evans Cycles and it is believed that products from the latter will be sold in the Putney branch.
The company did previously have a store on Putney High Street.
The news will be a welcome boost for Putney Exchange which has seen a number of vacancies recently although Sports Direct owner Mike Ashley has a reputation for striking a hard bargain on rents. We asked Putney Exchange for a comment but have not received a response.
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October 16, 2020
