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  • “A wide range of sports are covered and everything is priced quite reasonably.” in 15 reviews

  • “Prices are very reasonable, I bought myself a Basketball for only £5.00 - BARGAIN!” in 9 reviews

  • “Combine that with every tourist and local in the world and there you are.” in 8 reviews

Recommended Reviews

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  • 5.0 star rating

    Huge sporting store that sells authentic sporting goods stuff for cheap. First floor was like shoes and normal sporting goods if I remember correctly. I can't remember how many stories they were but upstairs is where you can find the soccer stuff like for chelsea, arsenal, etc. I bought arsenal wristbands for like 3-4 euro and a 2014 arsenal jersey for like 43 euro or something. Aka if you go to those stadiums don't buy your stuff at their gift shop (unless your that huge fan that has to buy something their just to say you did) , come here after.  It is always busy and packed so keep that in mind. For those in the US, think outlet prices (imagine that nike, addidas, puma, etc. outlets all combined into one, like sports authority or dicks sporting goods with outlet prices). Surprisingly everything was organized and easy to find in this huge store.

    Overall, this place saved me a bunch of money so I was happy. Easy to find what I needed. Had a good experience here.

    Oh, and this place isn't far from chinatown area for my fellow asians.

  • 4.0 star rating

    I don't know why, but I love this store!

    First off - it's huge. I could get lost in here. Pretty sure there's four, maybe six floors? They do have everything signed off pretty well, but it can be overwhelming.

    Great place to stop if you don't want to spend a ton of money on another suitcase for that extra stuff you always seem to gain on vacation and can't fit in your bag. Just grab a sports duffle from the sale rack!

    This place is ALWAYS packed and busy.

    I was just in on Monday trying to exchange a shirt. Somehow during the process I was given back the exact same shirt - when I needed a size up.

    Check it out and grab the new England World Cup shirt - they have plenty!

  • 5.0 star rating

    Probably one of the best sporting good stores in the world: this place is absolutely massive and cheap. They stock the big brands cheaper than competitors and lots of smaller brands (and some big ones too) for pennies. For anybody looking for trainers this place is paradise!

    I would recommend to avoid the place on the weekends (as most of central London) as it's just stupidly busy...

  • 4.0 star rating

    Every time I come to this store [and I've made numerous trips here over the last 10 years] I find great bargains! My son is a keeper, and goes through gloves with a speed of light: Lillywhites has an excellent assortment of products, numerous brands, and great prices [especially if you are not too worried about the last year's models]  The men in my family are football [soccer] fanatics, so I am always able to buy them jerseys, training suits and "football boots" [ah, Brits speak funny!!] and get the biggest bang for the buck.

    The store has merchandize for all sports from A to Z [well, to "W" for Water Sports] - so you are bound to find what you are looking for.  

    For Americans -- keep your cool: the level of service we are accustomed to back home does not exist here; so don't expect a clerk to walk you to where the product is, or look up the info in the system.  Be more resourceful and keep looking and asking.

  • 4.0 star rating
    1 check-in

    If you're in a hurry, don't come here. If you're looking for variety, get your butt on in this place. There are many many floors of sporting goods to browse. We thought we would take a quick look inside, yet we got sucked in!!!!!!!!!!!
    The place is fairly cramped inside due to the amount of stock they keep on the racks. Combine that with every tourist and local in the world and there you are. Bobs your uncle.
    Great location in Piccadilly Square, tons of things going on around the place and some overload of tourist-trap stores throughout. Lilywhites was refreshing and offered some great deals on football equipment for my daughter as well as one of the largest selections of cleats I've ever seen.
    If you can't find what you want here, you didn't need it.

  • 1.0 star rating


    Mike Ashley (yes, the fat idiot who's ruined Newcastle United) took over Lillywhites a few years ago. What was once a stylish flagship store of all things British sport became another of his junk and junk shops covered in 'all stock must go' and 'clearance sale' banners. So bye bye to top quality cricket, rowing and rugby gear and hello to all things Diadora.

    It's just basically one big ugly Sports Soccer shop.

    Let me put you out of your misery. There is ALWAYS a sale here, everything must ALWAYS go. Everything is limited stock (is any stock ever unlimited?) it's just all part of the bargain-basement brainwash they do. Truth be told, nothing here is cheaper than anywhere else. If you want a replica Premier League shirt, go elsewhere.

    Such a shame that a classic flagship store of London is now so ruined.

  • 2.0 star rating

    After avoiding Piccadily Circus at all costs, I found myself smack dab in the middle yesterday with a shopping list for the Waterstones flagship store. As I left empty handed, Lillywhites was staring me in the face. I've felt drawn to it today but perhaps I was just looking for some relief from the weather.

    While I only frequented two floors, I can vouch for a wide selection of products, plenty of staff to answer questions and good signage. On the other hand, it is full of tourists. Packed to the rafters with people all trudging up the stairs and browsing aimlessly. The service at the tills is adequate and they are clear on their return and exchange policy.

    If you are looking for an average product, don't make the trip to Piccadilly it's slightly overwhelming and an unnecessary journey. Although, if you are after specialty goods, I can almost guarantee you'll find it here.

  • 4.0 star rating

    I asked a co-worker where I could run out to on my lunch break to get a cheap pair of gym shoes and a sports bra, and without a moment's hesitation she replied, "Ooooh! Go to Lillywhites! I go there for all of my gym stuff because they're soooo cheap!" So I bounded down to Picadilly and into Lillywhites, and I was not disappointed!

    The store is extremely overwhelming at first, with approximately 3 million people trying to navigate the narrow paths between the racks, which are themselves crammed full of every shoe, sports bra, yoga pants, hiking equipment, and gym accessory ever created. The selection is vast, but the lunchtime crowd made it a bit daunting to get through the store to find what I needed.

    The ladies' department is up on the third floor, and they've got shoes for every athletic occasion for super duper cheap. I got a new pair of (quite attractive) Reebok gym trainers for 20GBP! I couldn't believe it. It was a bit hellish trying to find the only bench on the third floor so I could sit down and try them on, but I found some out-of-the-way stairs to plop down on. Hooray, they fit! I made my way over to the other side to grab a sports bra and some black gym trousers and was on my way, only 31GBP down. Yippie!

    Long story short, if you can successfully dodge buggies and small children long enough to scout for some bargains, this is an excellent place to find big-brand athletic attire for fantastic prices.

  • 3.0 star rating
    Listed in London Please!

    This store is overwhelmingly huge, but, for those of us who do want to take a little something to our sports minded friends (and a thing or two for ourselves) its a good place to shop.

    I got some amazing futbol jerseys, and incredibly enough my hubby found a sweatshirt that said 'Colombia' on it so I had to get it for him.

    He loves using it after we train in the pool!

    There are some good deals but for the good stuff be prepared to PAY!

  • 1.0 star rating

    I only went here because the Speedo shop in Covent Garden doesn't open until much later.

    The store is overwhelmingly huge and after identifying that i needed the 6th floor i couldnt see where the lifts were - there's so much sporting paraphernalia in the way!

    I was disappointed by the selection of female swimsuits and they don't sell many brands - just Nike, Adidas and Slazenger. Although everything was reduced they didn't have a huge range of sizes and the only suit i liked in my size was coming apart at the seams - so check the quality before you buy.

    The changing room was actually down a level which was annoying as there's no staff on hand if you then find you need a different size. You have to get changed, walk up a level yourself, find a new size, walk back, queue again etc etc.

    Also the staff have very little knowledge of the products or the sports that they are selling equipment for.

    When i went to pay, despite the fact that there are 3 tills at the counter, and 3 members of staff, only one was serving customers. The other 2 fiddled with some socks. I had to ask them if they would serve me and they acted like this was the most absurd thing they've heard.

    Although the goods are cheap it's such a stressful experience i wouldn't go back. Decathlon is also cheap, has a better selection and nicer, knowledgeable staff.

  • 4.0 star rating
    Listed in Who Dresses me ?

    It must be that we don't see these kind of sporting goods stores in the US, I totally enjoy this format because the selection is wider, you can find items for any popular sport and you can also customize your own jersey from any well known player in europe (futbol)
    The store is large and well laid out, you are bound to find what you are looking for here - the staff will point you in the right direction.

  • 2.0 star rating

    Tom E's diatribe this morning about Lillywhites reminded me about the horrors within this supposed sports store. I had forgotten that Lillywhites even existed because I don't even consider it a sports store these days.

    It's great as a clothes shop and if that's what you're coming to shop for, it probably isn't a bad place to browse though I would recommend specialist shops in nearby Carnaby Street for football shirts.

    However, if like me, you're a sportsman looking forsporting equipment like a hockey stick or tennis racquet, forget it. The stock carried is poor in breadth and quality. To compound matters, the staff know next to nothing about sport. Shocking.

    It's really sad to watch such a fine institution go downhill over the years.

  • 3.0 star rating

    Neither the name nor architecture fit the store innards at all.  A huge multi storied store filled with sports clothes and shoes and other such sporty paraphernalia. You get a workout going up all those stairs. :)

    There were lots of things on sale. Some of it was cute, some of it was as Olga A puts it "junky". But there's just so much stuff you're bound to find something to go running in.

  • 4.0 star rating

    This shop is awesome, quite mind bogglingly so. Until a few years ago Lillywhites was a fancy sports shop as befitting its St James' location. It was bought out by Sports and Soccer, signifying the encroaching of the tourist ridden trashy chain hell that is Piccadilly. Now the store is a testament to jumbles sales, with various branded sports clothing and equipment piled up ceiling high all over the store. Most of it is dirt cheap, compensation for the fact that you are going to have to fight your way through 200 French schoolchildren and some bewildered middle aged tourists, to get anywhere near anything you might actually want to buy.

    The store stocks equipment for virtually any sport, but you will probably have to take a guess as to which floor you need. Don't even bother with the elevators, there is always a queue. If in doubt head for the top floor, where they seem to stock what could only be described as miscellaneous stuff. The Aladdin's cave effect makes this place great for older kids, so long as they are sporty, just be aware that you may never see your children again if you let them loose.

  • 4.0 star rating

    I'm not exactly what you'd call sporty, but this shop is really good. I expected it to be really overpriced because its right on Piccadilly circus but it's so reasonable. I went with my boyfriend who was buying a golf glove and they were on sale for about £5 which is crazy cheap for a good brand (so I'm told). It is also massive so if you can't find what you're looking for here there is something very wrong.
    It has seven floors of sportswear and equipment, and luckily for the tag alongs like me, a lift. The staff we're nice when we went, they certainly knew a lot about sports stuff and we're very friendly.

  • 4.0 star rating

    Wonderful shop over 6 floors and boasting 3500 sq foot offers amazing bargains across many different sports and holds all the major brands. Being over 6 floors I tend to head for the top floor immediately and then work my way down. It is the type of store that grabs you and turns you into a crazy bargain hunting mad-dog. So starting at the top and working down will save you a lot of energy in the long run, the alternative is the bull in a china shop approach which will see you gasping for air in the stairway due to the mad dash up a floor and then down two and then up three.

    Back t the store, great bargains to be had, the sports clothes are at give away prices, so check it out if you need a new pair of shorts, track suit, polo shirt etc.

    Tennis racquets, hockey sticks and anything sporty at silly prices make this a must visit store next time you need something.

  • 4.0 star rating

    If you are a sports fan or in need of sports equipment the place to go is Lillywhites.  I have to admit, when I entered the shop I felt a bit overwhelmed, but luckily I quickly found a directory.  The shop is so large and busy it's not a place that I would just lounge around.  This is a shop to get in and get out.  The best part is that the floors are broken up by sport/interest, which makes it very easy to get in and out.  I found a football jersey for a gift in about 10 minutes and was able to quickly check out.  The staff was pleasant and helpful, even though the chaotic background would drive me a little nuts.

    This is an amazing shop and if you need trainers, a jersey or even a golf umbrella, this is the shop to go to!

  • 4.0 star rating

    I needed some new trainers recently money so I went to Lillywhites. I had heard the name a lot but had never been before. When I went I was somewhat aghast, I had thought it would be quite classy but instead it is this incredible bargain basement sort of place with piles of shoe boxes filling the ground floor. Still, I'm broke, so it suited me to let go of my affectations and have a look around.

    It is a five storey building with pretty much every store catered for. I was looking for running shoes so I tried the ground floor first which has a wide range of trainers. There are some shoes here; however, they are more chav fashion than proper running shoes so I headed upstairs to the running section. It had a good, largely discounted selection and the staff were really attentive and helpful.

    Lillywhites may seem a little overwhelming at first but they have an incredible range of sports goods at very low prices. Additionally, all the staff I encountered were informed and affable.

    • Qype User Emilie…
    • London
    • 62 friends
    • 75 reviews
    4.0 star rating

    On a rainy afternoon, if you've got a few hours to kill, I would advise you to go to Lillywhites. It's huge, I think 5 floors, where you could find anything related to sports: football, golf, ski...

    The particularity of this shop is that it is super cheap!

    I bought a winter coat there last year for £8, Umbro T-shirts for £3, and branded trainers for £10.

    A must see!

    • Qype User warrio…
    • London
    • 133 friends
    • 253 reviews
    2.0 star rating

    I usually do my best to avoid Piccadilly Circus and its mad crowds of tourists, but sometimes I end up walking up that way in to Soho, and if I'm feeling particularly gluttonous for punishment I'll duck in to Lillywhites. Six floors of discount sporting goods swarmed with bargain hunters - you really have to be in the right sort of mood.

    Today I was fine with it, I wanted to buy some great new running shoes so I can start using them in my half marathon training, and decided to go to Lillywhites because I knew they'd have a decent selection of the more ethically produced shoes, by brands like New Balance and ASICS.

    It was a bit confusing because every department seemed to be selling trainers, but I eventually got directed up to the sixth floor, where sports shoes liked the walls and a notice promised the staff would happily advise me on the right shoes for the activity. I approached two shop assistants, deep in conversation with a man who was asking questions about what shoes to get. I smiled and tried to catch the eye of either of them, hoping some of the expert assistance would soon be coming my way - because surely its not efficient to have two members of staff fussing over one customer?

    After three minutes of standing like this I was getting ready to jack it all in and leave when one of the women finally turned to me. I flashed her a friendly smile and prepared my questions on running trainers but didn't get a chance to speak: Could you move your things, they're in the way of this gentleman, she remarked huffily before turning back to help her colleague assist the man. No please, no thank you, no acknowledgement that I was also a customer. I was so annoyed I dropped the trainer I'd been holding on to the nearest stool and walked out fuming. Not impressed!

    • Qype User mrmark…
    • Darlington
    • 279 friends
    • 323 reviews
    3.0 star rating

    Too busy.
    Faaaaar to busy

    • Qype User ra0212…
    • London
    • 34 friends
    • 122 reviews
    4.0 star rating

    The idea of a sale is something that happens once or twice a year. Lillywhites has a sale 365 days a year.
    I like the shop, you can pick up some real bargins!!!

    Lillywhites is actually owned by sports direct. If you do not find what you are looking for, try Sports World, which is located close by at:
    26-28 Oxford Street
    W1D 1AF

    • Qype User shopah…
    • London
    • 34 friends
    • 167 reviews
    3.0 star rating

    One of the most unlikely buildings to house a sports shop... behind the grand facade lies a well stocked store catering for every sport imaginable.
    Although the choice of product is excellent, I did not get great service last time I was there.
    It took forever to find the right sales assistant, and even then the smile was missing.
    Shame because the location is fantastic and the products selection seems incredibly wide.

    • Qype User BearBe…
    • London
    • 26 friends
    • 152 reviews
    4.0 star rating

    As general purpose sports stores go this is probably the best that London has to offer. A wide range of sports are covered and everything is priced quite reasonably. This is definitely a stack 'em high and price 'em cheap type of store.

    More discerning shoppers might prefer to shop elsewhere if they're fussy about their sporting needs but there are plenty of bargains on offer for the average shopper.

    • Qype User kingof…
    • London
    • 2 friends
    • 49 reviews
    3.0 star rating

    One word BUDGET. This used to be presigious sports store has now turned into a 'hav world'..er no i mean sports world.
    Great for picking up probably the cheapest sporting equipment around. But if your after quality cloths then dont bother. All the usual chav suspects here such as diadora ysl georgio kappa and ben Sherman.
    But as this is in the centre of the west end always packed and for some reason the aisles between the merchandise are too small for ever one person to walk down let alone big enough for two to pass each other. Also has a few aussie brands like billabong ando'neils.

    • Qype User atomik…
    • London
    • 3 friends
    • 22 reviews
    2.0 star rating

    I went here looking for some cheap sports wear and found it in bucket loads. Unfortunately, I couldn't find the items I wanted in my size and the huge store (6 floors) and narrow aisles make wandering around a bit of a nightmare.
    The staff seemed overwhelmed by the sheer number of customers and the pile it high - sell it cheap philosophy. The shop looks a mess but if you're in the mood to negotiate the narrow aisles you will undoubtedly find a bargain. Assistance seems very patchy - depends who you ask and how bored they are - the guy I spoke to seemed reluctant to wake up.
    Anyway, I did manage to buy 5 pairs of trainer liners for £2.99 so it wasn't a completely wasted journey.

    • Qype User Cedric…
    • Paris, France
    • 123 friends
    • 247 reviews
    4.0 star rating

    This store worth a visit. It is on 5 floors. You can find everything that you want. It is only dedicated for sports. All sports are presents.
    I went for football shoes and a shirt. I found shoes good quality for only 12 £ and you can find Chlesea's shirt or Arsenal, Liverpool, Tottenham, Portsmouth and even Celtic and other teams for 20-30£. The staff are friendly.
    My only complaint is that they haven't stocks and mostly there is only the big size for shirts.
    The store is in front of Piccadilly Circus Station and you can't miss it.

    • Qype User nickmo…
    • London
    • 0 friends
    • 38 reviews
    5.0 star rating

    Lillywhites is probably THE stop in London for all your sporting needs and is conveniently located in central London off Piccadilly Circus.
    Decked over 5 floors this department store has everything from football boots to rugby shorts to Nike wear and Reebok trainers. Prices are very reasonable, I bought myself a Basketball for only £5.00 - BARGAIN!

  • 4.0 star rating

    being a tourist you'll must likely find yourself in this area
    tourist or not, if you are a fan of English soccer and are interested in buying a kit (jersey, shorts, sweatshirts etc) of any team from The Premiership, the Scottish/Irish leagues, and also national teams
    Lillywhites is your best bet.
    they usually have amazing sales and,not to sound absurdly American, but the prices literally can't be beat.
    plus its massive, which isn't especially a great thing because going to the top floor can be a major pain stairs or elevator.

  • 3.0 star rating
    First to Review

    Hey, I got a pretty decent pair of sunglasses here for under a fiver. Nice. I reckon good bargains can be found here year-round, but it is a monster of a shop to maneuver. In the area and lookin' for a deal? Check 'em out. However, I'm not one to make a special trip to behemoth Piccadilly shops like this one.

    • Qype User Buzzbo…
    • London
    • 6 friends
    • 131 reviews
    3.0 star rating

    This shop can not get any more famous, even if it tries to. There is something about the store and word sale all over it's windows. Everything is always on sale and you can bag yourself a good bargain if you are after brand sports clothing. They do a good deal and it is hard to find another deal that comes close. There is no lift, only a lot of stairs and it can become quite crowded over weekends. If you don't mind the crowds and want a bargain, then Lillywhites is your place.

    • Qype User dmn00…
    • London
    • 2 friends
    • 76 reviews
    5.0 star rating

    This place sells sports equipment and attire. It is well located in the centre of London. It has many good cheap deals and great customer staff support. You can get almost anything related to sports here.

    • Qype User nisper…
    • London
    • 8 friends
    • 93 reviews
    4.0 star rating

    The Lillywhites store is located in Piccadilly Circus in the very centre of London. The store occupies a whole building with several floors exclusively dedicated to sports. They sell sports clothes and equipment with very competitive prices. Well known brands are sold here with huge discounts in shoes and clothes reaching even the 70% of discount, this is specially remarkable on basketball trainers (including Nike, And1, Reebock, Fila). They also sell casual clothes like coats or trousers. The store gets sometimes very crowded so it is better to avoid going at the weekend when there are a lot of tourist hanging around.

    • Qype User Etern…
    • Bilbao, Spain
    • 5 friends
    • 108 reviews
    5.0 star rating

    Good place to spend a lot of money when you are a tourist or within your apare time

    • Qype User newman…
    • London
    • 0 friends
    • 18 reviews
    4.0 star rating

    Lillywhites is the biggest sports store in london, Situated in the heart of picadilly, you can't miss it. If your a sports fanatic, or just looking for some casual clothes, lillywhites has it. They produce clothing and footwear for almost every sport including rugby, football, tennis and many more. With huge discounts always on, your sure to find what your looking for.

    • Qype User France…
    • London
    • 1 friend
    • 3 reviews
    4.0 star rating

    If you need cheap training kit, this is where to go. It's basically a sports direct with the famous old Lillywhites brand. Soo you know what you're getting. Cheap sports gear with Sports Direct brands like Lonsdale and Karimoor. But good quality not the less. And they have a wide range of sports equipment.

    One thing I find infuriating though are the signs. There is nothing on any floor to tell you what department you're in. So you end up walking aimlessly around every floor to find what you're looking for. This is tiring because it has one small lift, ridiculous for a store that size and it travels so slowly you feel you're going backwards in time. So you end up walking up and down stairs.

    That aside. It is what it is.

    • Qype User stardu…
    • London
    • 2 friends
    • 37 reviews
    4.0 star rating

    This place is good for shopping. It is a big place and you can get everything in here. The location makes it an ideal place to shop as well right on picadilly circus. If you walk pass there pop in and have a look. The things are well priced and a good place to spend your afternoon.

    • Qype User Dollfa…
    • London
    • 3 friends
    • 9 reviews
    3.0 star rating

    Lillywhites used to be an upmarket sports related store, now seems to be a sale shop. Still, worth a browse.

  • 4.0 star rating

    a former high end and expensive sports shop, the place has been transformed into a Mike Ashley bargain emporium, and I love it! as a kid I remember seeing 100 quid cricket bats (that was a year's income in them days) and now you can get a couple of decent outfits for that same hundred. good on yer, Mr Ashley! it does get hotter than a night in a Mumbai hot yoga studio, so dress light

    • Qype User nikzGf…
    • London
    • 2 friends
    • 54 reviews
    4.0 star rating

    Bargains galore for the Sports fan. Lilywhites in the last few years has change to Sports Direct, selling Sports World items. Cheap and cheerful products from cheap trainers to cheap branded clothing. If your looking for sport bargains this place will have it all.

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