Sports Fashion retailer JD Sports has announced the opening of a second store on Oxford Street on December 10th.

The 16,000 sq ft store will open at the West One shopping centre, at the opposite end of the street to the current Bond Street store and will create 125 jobs. A grand opening on December 10th is planned, with music and DJs. Its lower floor will be entirely dedicated to football.

The company has also refurbished its Westfield store in White City store, which opened earlier this week with a new mezzanine floor and additional tills.

In the company’s half year results, executive chairman Peter Cowgill said: “The favourable trends for athletic inspired footwear and apparel in Europe have continued into this year.

“We are very much at the centre of this market with our success being a positive consequence of the investments we have made over a number of years to develop the JD retail concept. However, we are very conscious that the market for sports and fashion brands can change quickly and so we continue to invest in visual merchandising, retail theatre and creative marketing as we believe that it is JD's market leading standards in these areas that make it an attractive outlet to many brands.

“Our international expansion is also viewed positively by our key suppliers and garners their support for us in many ways. Although the UK's vote to leave the European Union means that there will be some uncertainties over the next two or three years, we have no doubt that we have the support of our brand partners to continue our expansion in Europe and beyond.”