As part of the chain’s “elevation strategy,” Sports Direct is reopening its flagship store on London’s Oxford Street, which it inaugurated in 2014, after a £10 million (€11.6m-$13.8m) refurbishment carried out in the last six months during the recent Covid-related retail lockdowns. Two other flagship stores are due to follow in Birmingham and Manchester before the end of 2021. Sports Direct describes the revamped store in London as “the pinnacle” of its retail offering. Covering more than 50,000 square feet on four levels, it features “curated activation spaces and interactive experiences for consumers to explore. The basement houses a fashion store under the USC banner, which belongs, like Sports Direct, to Frasers Group.