Almost a year since the launch of its first Australian store British sports retailer JD Sports has unveiled the next stage of its local expansion plans, revealing three new store launches.

The openings will bring the international entrant’s Australian store count to 9 with more to come as the business steps up its plans after being received positively by local shoppers.

“The success of our first five Australian stores in 2017 has highlighted the consumer demand for JD exclusive product. We have been able to achieve great results by presenting the customer with the best product and by leveraging the retail theatre that JD is known for globally,” JD Australia chairman Hilton Seskin said in a media statement.

JD will launch a new 665sqm store in Macquarie tomorrow and will open another 454sqm store in Penrith by the end of the month.

It follows the opening of a 460sqm store in Doncaster in late March, with an additional store in Warringah, NSW slated to open on 10 May.

The new stores will be stocked with over 50 new product styles that will launch on opening day and more than 100 exclusive footwear and apparel products already available to JD customers.

“The way we present product from a visual merchandising and digital perspective, along with our global partnerships with heavy hitters including Nike and adidas means that we also have access to the best releases to ensure we are the first port of call for customers wanting the latest and greatest product,” Seskin said.

The business will roll out street dancers, an in-store DJ and a “win trainers for a year” promotion to celebrate the new store openings.

The expansion stands to ratchet up the pressure on existing local players such as Super Retail Group owned Rebel, which recently incorporated its former sister brand Amart Sports in a bid to better position it to deal with competitive threats.

JD appears to be focusing its attention in Victoria and NSW so far, but does have a store on the Gold Coast as well.

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