Frasers Group’s Nordic ambitions following first Sports Direct opening

Frasers Group launched its first Sports Direct store in the Nordics last month, with the site based in Finland’s Helsinki Citycenter Mall.
The shop, which opened on 29 May, is spread across two floors and 30,000 sq ft. It stocks global brands such as Nike, Adidas, Puma, Under Armour and The North Face.
It also features the sportswear giant’s signature running, football, and outdoor concepts, offering shoppers “high-quality products and equipment to support their sporting journe