Press Release
CBRE successfully advised Sports Direct on its strategic expansion into Bulgaria
The brand officially opened its first store in Sofia
March 23, 2026
CBRE, the world’s largest commercial real estate services and investment company, successfully acted as the exclusive advisor to Sports Direct in securing their first location in Bulgaria, marking the beginning of the UK retailer’s broader strategic market entry.
The new 1,700 sq. m store is located within the newly developed XOPark Sofia - one of the city’s prominent high‑visibility retail destinations that aligns with Sports Direct’s regional growth ambitions.
CBRE delivered the full scope of tenant representation services, including strategic advisory, market analysis, identification and evaluation of suitable opportunities, and negotiation of the optimal location.
“Our role was to deliver a seamless and strategic advisory process, ensuring that Sports Direct’s strategic market entry into Bulgaria is positioned for long‑term success. We look forward to continuing to support their growth across the country,” said Irena Karamfilova, Senior Consultant with CBRE’s South Eastern Europe Retail Leasing team in Sofia.
By securing Sports Direct’s inaugural Bulgarian store, CBRE has supported the brand’s ongoing expansion and unlocked the opportunity to grow its retail network nationwide. This milestone is expected to further enhance and diversify Bulgaria’s sports retail offering.
“The first Sports Direct store in Sofia reflects the trust our client places in the strength of our regional retail expertise. CBRE’s global platform enables clients to expand seamlessly across borders, and our SEE team was pleased to identify Bulgaria as the next strategic market and support Sports Direct in reviewing expansion opportunities and executing their subsequent market entry,” added Ivana Maksimović, Head of Property Management and Retail for the SEE region at CBRE.
Sports Direct’s entry into Bulgaria strengthens the local retail landscape by bringing a major international sports and lifestyle brand that elevates competition, product diversity, and consumer choice. At the regional level, it reinforces South Eastern Europe’s position as an attractive market for global retailers seeking sustainable growth opportunities.
As Sports Direct continues to explore and expand its footprint in Bulgaria, CBRE remains a committed advisory partner - providing market insight, strategic guidance, and regional expertise to support the brand’s long‑term vision.
CBRE Group, Inc. (NYSE: CBRE), a Fortune 500 and S&P 500 company headquartered in Dallas, is the world’s largest commercial real estate services and investment firm and a premier provider of critical infrastructure services (based on 2025 revenue). The company has more than 155,000 employees (including Turner & Townsend employees) serving clients in more than 100 countries. CBRE serves clients through four business segments: Advisory (leasing, sales, debt origination, mortgage servicing, valuations); Building Operations & Experience (facilities management, property management, flex space & experience, data center solutions); Project Management (program management, project management, cost consulting); Real Estate Investments (investment management, development). Please visit our website at www.cbre.com.
