Frasers Group opens concept store that 'reinvents the traditional department store'

Frasers Group has officially opened the doors to its latest concept store in Dundee, marking a new chapter in the group’s evolving physical retail strategy.

Located in the heart of the city’s Overgate Shopping Centre, the 60,000 sq ft, three-storey store "reinvents the traditional department store" format, merging sports, premium fashion, lifestyle and beauty under one roof - and creating over 80 new jobs in the process.

Lauren Barrie, Head of Retail at Frasers Group, said: "We’re always looking for new and innovative ways to inspire our customers and create standout shopping experiences.

"Our new Frasers concept store in Dundee does exactly that, bringing together sport, premium fashion, lifestyle and beauty under one roof. We’re proud to be a part of shaping the future of Dundee’s retail landscape with this exciting new addition."

Taking over the former Debenhams unit, the Dundee store reflects Frasers Group’s continued investment in the high street following its acquisition of Overgate Shopping Centre in 2023.

The ground floor is dedicated to premium fashion and lifestyle, where shoppers can browse curated menswear, womenswear and kidswear zones from labels including Coach, BOSS, Barbour, C.P. Company and UGG. A highlight of the new store is the Denim Concept, a dedicated space spotlighting iconic brands including Levi’s, Tommy Jeans and Replay.

The Beauty Hall adds to the in-store experience, offering an edit of makeup, skincare, haircare, grooming and wellness products. Here, shoppers can discover luxury brands such as Charlotte Tilbury, Dior, Creed and Trinny London.

Taking over the first and second floors, Sports Direct delivers its mix of performance and lifestyle offering. Global brands Nike, Adidas, Under Armour, Puma and The North Face sit alongside emerging challenger brands such as On.

Within the space, visitors are encouraged to experience the Running Concept zone. This offers advanced gait analysis technology to help customers find performance footwear tailored to their unique running style and foot structure.

The launch comes as Frasers Group's Sports Direct faces scrutiny from consumer watchdog Which?, which has reported the retailer to the Competition and Markets Authority (CMA). Which? claims Sports Direct may be using misleading reference pricing, such as RRPs and MSRPs, to imply larger discounts than may exist. In a review of 160 products, the group found that many listed RRPs could not be verified outside Frasers Group-owned channels.