Lillywhites
London's iconic sports megastore at Piccadilly Circus—where athletic excellence meets retail tradition.
Lillywhites is the UK's premier sports retailer, occupying a landmark five-storey building at the heart of Piccadilly Circus. This iconic destination stocks an extensive range of sporting goods, from football kits and trainers to outdoor equipment and specialist sportswear. With its prime location on Regent Street and comprehensive product selection, Lillywhites attracts sports enthusiasts, casual shoppers, and tourists seeking quality athletic gear at competitive prices.
A brief summary to Lillywhites
- 24-36 Regent Street Saint James's, London, SW1Y 4QF, GB
- +443443325602
- Visit website
- Duration: 1 to 3 hours
- Mid ranged
-
Indoor
- Mobile reception: 5 out of 5
- Monday 10 am-9 pm
- Tuesday 10 am-9 pm
- Wednesday 10 am-9 pm
- Thursday 10 am-9 pm
- Friday 10 am-9 pm
- Saturday 9:30 am-9 pm
- Sunday 12 pm-6 pm
Local tips
- Visit during weekday mornings before 11:00 AM to avoid peak crowds and enjoy a more relaxed browsing experience with better access to staff assistance.
- Check the official website or call ahead for current promotions and voucher offers, as Lillywhites regularly runs special deals on selected product ranges.
- Explore all five floors systematically—different sports and product categories are distributed throughout the building, and upper levels often have quieter browsing areas.
- Combine your visit with nearby attractions; Piccadilly Circus, Leicester Square, and Covent Garden are all within easy walking distance for a full day of London exploration.
- Download the Lillywhites app before visiting to access exclusive member discounts and check real-time product availability across departments.
For the on-the-go comforts that matter to you
- Restrooms
- Drink Options
- Food Options
- Seating Areas
- Information Boards
Lillywhites location weather suitability
-
Any Weather
Discover more about Lillywhites
A Sporting Institution in the Heart of London
Lillywhites stands as a towering presence on Regent Street, its distinctive storefront marking one of London's most recognizable retail landmarks. Located directly adjacent to Piccadilly Circus, this five-storey sports megastore has become synonymous with athletic retail in the capital. The building's prominent position makes it impossible to miss, serving as both a shopping destination and a cultural fixture in one of London's busiest commercial districts.Comprehensive Range Across Multiple Sports
The store's vast interior is organized to serve every conceivable sporting need. Football dominates the ground floor with an impressive selection of kits, boots, and equipment from major manufacturers. Running enthusiasts will find dedicated sections featuring the latest trainers and performance wear, while cricket, tennis, and outdoor sports each claim their own specialized zones. The breadth of inventory means whether you're a professional athlete, weekend warrior, or casual sports fan, you'll discover products tailored to your interests. Bicycle equipment, sportswear, and footwear from premium brands occupy multiple levels, creating a comprehensive shopping experience.Retail Excellence and Value
Beyond its impressive product selection, Lillywhites has earned recognition for offering competitive pricing on quality sporting goods. The store's reputation for value attracts both local shoppers and international visitors seeking authentic British sports retail. Staff expertise across different departments ensures customers receive knowledgeable guidance when selecting equipment, whether purchasing professional-grade items or casual athletic wear.Strategic Location and Accessibility
Situated in Saint James's, one of London's most prestigious neighborhoods, Lillywhites benefits from exceptional accessibility. The store sits steps away from Piccadilly Circus tube station, making it easily reachable via the Bakerloo and Piccadilly lines. Its position on Regent Street places it within walking distance of numerous other retail destinations, restaurants, and attractions, making a visit to Lillywhites part of a broader London shopping experience. The surrounding area bustles with activity throughout the day, from morning commuters to evening leisure shoppers.Modern Retail Experience
The store combines traditional retail expertise with contemporary shopping conveniences. Extended opening hours throughout the week accommodate both weekday workers and weekend visitors, while the spacious layout prevents overcrowding despite the store's popularity. Multiple checkout points and clear departmental organization ensure efficient service even during peak trading periods.Iconic landmarks you can’t miss
225 Piccadilly Circus
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Experience the vibrant energy of Piccadilly Circus in London, the iconic hub of entertainment, shopping, and nightlife that pulses with life.
Piccadilly Circus
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Experience the vibrant spirit of London at Piccadilly Circus, a lively hub of culture, entertainment, and iconic sights in the heart of the city.
Piccadilly & Piccadilly Circus
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London's dazzling heart: iconic neon lights, legendary Eros statue, and the pulsing epicentre of West End entertainment.
Eros (Shaftesbury Memorial Fountain)
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St James's Piccadilly
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Mary Poppins Statue
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Waterloo Pl
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Mr Bean Statue
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Harry Potter Statue
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St James's Square
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Golden Square
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Pall Mall
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Pall Mall, a historic London street famed for royal heritage, pioneering gas lighting, and exclusive gentlemen’s clubs near St James’s Palace.
Sir Keith Park statue
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Equestrian statue of Edward Ⅶ
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Unmissable attractions to see
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The London Pavillion
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Picturehouse Central
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Haymarket
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Prince of Wales Theatre
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Grosvenor Casino, Piccadilly
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Ham Yard Hotel
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Essential places to dine
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J Sheekey
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Markets, malls and hidden boutiques
Lillywhites
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London's iconic sports megastore at Piccadilly Circus—where athletic excellence meets retail tradition.
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Machine-A
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Burlington Arcade
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Essential bars & hidden hideouts
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Covent Garden Social Club
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For the vibe & atmosphere seeker
- Lively
- Fun-filled
- Casual
- Unique
For the design and aesthetic lover
- Modern Designs
- Colorful Aesthetics
For the architecture buff
- Landmarks
- Modern
For the view chaser and sunset hunter
- Iconic Views
For the social media creator & influencer
- Instagrammable
- Photo Spots
- Architectural Shots
For the kind of experience you’re after
- Day Trip
- Roadtrip Stop
For how adventurous you want the journey to be
- Easy Access
Location Audience
- Family Friendly
- Teen Friendly
- Solo Friendly
- Couple Friendly
- Wheelchair Access
