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Retail footprint: Sigma Sports opening new Oakham store in central England


Sigma Sports, a leading road cycling and triathlon retailer in the UK, has announced the opening of its second multisport store in late spring.

Located in Oakham, Rutland, in the East Midlands region of England, the store will aim to be a hub for the active outdoor community in the area. The 4000 sq ft retail space at South Street will range premium brands from across the road cycling, MTB, triathlon and run categories, offering customers the same ‘exceptional shopping experience that Sigma Sports is famed for through its flagship store in South West London.’

The opening of a new store reflects Sigma Sports’ ambition to expand and deepen direct relationships with local cycling, running and triathlon communities. The South Street site was not only chosen for its ample space and warehouse facility, but also for its location in the heart of Leicester’s countryside – home to the well-known Rutland – Melton International CiCLE Classic.

Sigma Sports’ Managing Director, Ian Whittingham said “We are very excited to bring our retail offering to Oakham, a beautiful location with some stunning riding right on the doorstep. This expansion will allow us to engage with the cycling community around Leicestershire and beyond, bringing the same excellent levels of customer service that we’ve become renowned for in South West London.”

The store opening will create a number of career opportunities.  Whittingham added “Knowledgeable staff that deliver exceptional customer service are key to our success as a company. We’re immediately seeking applications from experienced retail professionals with a passion for cycling and triathlon.”




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