London Location Selected For Online Sports Brand

Online seller of sports equipment Pro-Direct made the move into retail this week with its first standalone store in London.

The new 1,500sq ft space just off Carnaby Street houses the company’s range of football boots from brands such as Nike, Puma and Umbro.

Taking up residency at 19 Foubert’s Place sees the e-tailer join nearby names Cheap Monday, Superga and Barbour.

The interior features a wall gallery of rare and signed boots as part of what bosses describe as its street view concept.

A number of specialists have also been hired to work in the store, giving shoppers expert advice on products.

It follows a retail push by rivals Sports Direct, which took over a former HMV unit in Oxford Circus earlier in the year.

The move to the area could see Pro-Direct take part in discount events such as the Carnaby Street Ultimate Shopping Party.

In May, more than 100 firms signed up to offer attendees 20 per cent off purchases on the night.

From August the brand will be joined by adidas Originals, which is due to open its London flagship in the adjacent space.

Pro-Direct continues to sell a wider range of equipment for sports including football, rugby, running, cricket and tennis via its online store.

Pro-Direct Opens First Store