Behind the Launch: Inside JD’s Largest Store Yet
On the 7th June 2025, JD Sports opened their doors to it’s largest revamped store, spanning 41,000sq ft inside Manchester’s Trafford Centre
A Q&A With our very own Deanna Decaprio on how we launched 10 brands into JD’s biggest store!
As part of this significant retail moment, Design4Retail supported the delivery of multiple branded spaces throughout the store. We spoke with Deanna, Account Director and key lead on this project, to gain insight into the planning, coordination, and execution that went into bringing these brands to life.
Deanna reveals what she thinks made JD Trafford such a unique shopping experience, from the first brief to the last brand installs.
Q1. Let’s start from the top – how long has JD Trafford been in planning?
“We’ve been planning Trafford for a solid two years – consistently keeping this store in mind whenever updating global designs for each brand.
Throughout that time, we’ve been in constant talks with JD and the brands to shape something truly special for each space”.
Q2. What brands we’re involved in the Trafford launch?
“We were lucky enough to partner with 10 leading brands — the photography showcases our leading SIS spaces delivered across the store. We collaborate with major leading brands, which enables us to continuously evolve and push boundaries in retail design.
We’ve also partnered with several emerging brands, and following the success at Trafford, we now have exciting opportunities to roll out SIS kit more widely across the JD estate”.
Q3. What made this launch different from other JD stores we’ve worked with/on?
“As the biggest store globally in the JD estate, this truly marked a historic moment. Trafford has provided brands with a platform to elevate their experience beyond their current branded toolkits”.
Q4. How did you co-ordinate so many brands under one roof?
“Our specialised retail experience, built from years of working with JD, means we understand the retailer inside out, allowing us to respond to changes and updates quickly and efficiently”.
Q5. What part of the project are you most proud of?
“Walking the store before opening was a proud moment—it gave us a chance to reflect on everything we’d delivered. It was incredible to see how seamlessly we fit within the JD retail environment, with each area offering its own bespoke look and feel.
It was a joy to be amongst my JD family, celebrating all their incredible hard work.
This meant a lot more to me, having previously worked for JD. It makes me proud to still be working with them as a retail partner”.
Q6. What was the initial brief from the brands?
“Create something special that delivers the wow factor — making each brand stand out from neighbouring brands and the crowd, all while staying true to their brand identities and guidelines”.
Q7. Did any of the brand installs have particularly unique or custom design elements?
“Many bespoke elements were incorporated into each space, from digital features to storytelling. Selected brands delivered a premium experience for the first time, with some elements unique to Trafford alone”.
Q8. How did the scale of this store affect your team’s approach to delivery and design?
“A dedicated and experienced D4R team was assigned to deliver the Trafford projects. Regular site visits allowed us to fully grasp the scale of the store and JD’s expectations”.
Q9. What would you say to anyone who hasn’t yet visited the new JD Trafford store?
“This store represents a new era in retail design — JD has delivered something both innovative and highly relevant to today’s consumer”.
Testimonial
Brands we supported with this launch
From concept to completion, our role as a preferred supplier for JD means we’re trusted to bring multiple brands to life — all under one roof.
JD Trafford is a proud example of how we continue to support and elevate brand identities within a shared retail space, ensuring each one shows up with clarity, impact, and purpose.
Let’s carry on the conversation
