Frasers Group opens flagship Sports Direct store at Metrocentre

Frasers Group has opened a new 50,000 sq ft Sports Direct store – with direct access to a new 37,000 sq ft Everlast Gyms flagship for the first time – at the Metrocentre in Gateshead.

With a new 50,000 sq ft Flannels store also just opened, it makes it a trio of new flagships at the centre for Frasers Group.

The new Sports Direct store, which is primed to “supercharge the performance of British retail with the world’s best sports and performance brands”, is a relocation and upsize from a previous Sports Direct store at Gateshead Ilva.

It “offers customers access to more brands from the Frasers Group’s ecosystem”, including USC, Evans Cycles and GAME.

Sports Direct has also brought its ‘Running Concept’ to the Metrocentre, which first launched in the brand's Manchester flagship store, providing “the ultimate tools to help customers find the right product for their running journey”.

Ger Wright, Managing Director Sport at Frasers Group, said: “These openings demonstrate our dedication to expanding and investing into our store portfolio, as we bring the best sports and leisure brands, environments and experiences to key retail destinations across the UK and internationally.

“Providing direct access between a Sports Direct and Everlast Gyms further demonstrates our commitment to our sport business vision.

“We continue to elevate our store portfolio across UK and international high streets, opening new innovative flagship stores which offer experiential retail, as well as investing in store refits. We also have a seamless omnichannel experience bringing consumers more choice across our instore and online consumer journey.

“We see a huge opportunity to grow the sports division internationally, with a goal to be the number one sporting goods retailer in EMEA.

"We are also developing a new ‘Outdoor’ concept that will launch early next year.”