The Sportswear retailer Sports Direct is trialling the brand Helly Hansen and a running concept at its Oxford Street flagship.

The store, which opened on May 23rd, has given the business an “opportunity to test out new labels” to gauge consumer reaction.

The exclusive dedicated running area offers a variety of technical products and gadgets including a gait analysis service.

A Sports Direct spokesman said the store was “performing well” and it was “pleased with customer reaction”.