Frasers Group selected XOPark Sofia as the location for its debut Sports Direct store in the country due to the complex’ strong business fundamentals. The largest retail park in the Balkans combines a strategic location with easy accessibility, featuring four dedicated entrances, free parking, and an enhanced retail mix. Blending the convenience of a shopping mall’s offering with the openness of an outdoor environment, it delivers a modern, flexible retail experience that is aligned with today’s consumer expectations.
Sports Direct pilot store in Bulgaria at XOPark Sofia boasts a comprehensive selection of footwear, fitness and performance wear, sports equipment, and more from the world’s best brands, including Nike, adidas, PUMA, Under Armour and ASICS. It also offers great value through its own brands: Everlast, Slazenger, Karrimor, Jack Wills and USA Pro. With collections across men’s, women’s and childrenswear, customers can explore a diverse range of trend-forward premium lifestyle products within USC, from brands such as HUGO, Tommy Jeans, Calvin Klein, and Lacoste.
XOPark Sofia shelters all major categories of consumer products in one destination – from sports goods, fashion, and cosmetics to children’s products, home appliances, groceries, furniture, home décor, and a wide range of services. This comprehensive tenant mix creates strong cross-shopping dynamics and steady footfall, making it a natural choice for Sports Direct’s debut in Bulgaria.
Designed as a people-centric, future-oriented concept, XOPark Sofia integrates sustainable innovation, contemporary architecture, forward-thinking features, and a long-term vision grounded in deep insight into consumer behaviour. It is not just a new-generation shopping destination – it’s a future-ready space for daily errands, leisure and recreation that promotes connection and immaculate integration of retail with everyday life.
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