Go Outdoors, part of JD Sports, unveils Europe’s largest outdoor store in York.
- The store spans 125,000 sq ft, previously a John Lewis site, and stocks 380 brands.
- Emphasising innovation, the store features technology like foot scanning machines.
- The store includes 30 branded concessions, offering a wider range to customers.
- CEO Lee Bagnall discusses expansion plans and modernisation strategies.
The grand opening of Europe’s largest outdoor store by Go Outdoors in York marks a significant milestone in retail. Situated in a 125,000 square foot space that previously housed John Lewis, this store opened its doors on 7 September with a diverse range of offerings. Boasting 380 brands, it caters to a multitude of outdoor activities with well-known names such as Adidas, Dickies, and Salomon, as well as new entrants like Sweaty Betty and Under Armour.
Notably, the store is not just about size but also about embracing technological advancements. Foot scanning machines have been incorporated to enhance customer service, offering personalised shoe fittings and locating optimal products within the store. This technological integration signifies a commitment to improving the shopping experience by making it more efficient and customer-centric.
In addition to an extensive product range, the store is home to 30 branded concessions. These include specialised lines such as Adidas’ Terrex for hiking and trail running, Yeti’s outdoor accessories, and Stanley’s water bottles. By introducing these concessions, Go Outdoors aims to provide customers with choices that extend beyond their immediate expertise, showcasing market leaders in specific categories.
CEO Lee Bagnall highlighted the company’s strategic expansion within the UK, with York being a key development. This store contributes to a total of 95 outlets nationwide. Further growth is anticipated, with additional openings scheduled for Newcastle, Tamworth, and Torquay, as well as two more locations planned before Christmas.
The concept of ‘de-weathering’ the business is central to Go Outdoors’ modernisation strategy. By expanding its brand selection to include athletic and leisure products popular among younger customers, it aims to mitigate the traditional fluctuations in trade tied to weather conditions. This initiative reflects an understanding of evolving consumer preferences, blending traditional outdoor gear with contemporary style and technology.
Go Outdoors is redefining outdoor retail through strategic expansion, technological innovation, and diversification of offerings.
