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Frasers Group to convert Oxford Street Sports Direct store into new flagship sports destination

Tom Shearsmith
12 April 2021

Frasers Group has permanently closed its Sports Direct store down Oxford Street, converting the location into a new multi-brand flagship sports destination.

The iconic location will house its Sports Direct, USC, Evans Cycles, GAME and Belong brands.

Work on the redevelopment has already commenced, with site crew visible nearby. Signage outside the building asks visitors to "stay in the loop" on social media, with the work due to be complete this year.

The group has already begun to open new multi-brand stores featuring a number of its brands under one roof, with the latest opening in Portsmouth. 

The Sports Direct will house leading sports brands, such as Nike, Adidas, Under Armour, Asics and Puma for men, women and children, and will also include sections dedicated to disciplines such as running, football and outdoor.

USC has been described as the ultimate “House of Brands” for premium branded denim, urban fashion, accessories, footwear and beauty. Brands on offer include Converse, Champion, Levi’s, Hilfiger Denim, Lacoste and Calvin Klein.

Earlier this month, Frasers Group unveiled its first Frasers store in Wolverhampton, a new concept from Frasers Group, which is in effect an elevated version of its House of Fraser chain.

The group recently warned it could take a hit in excess of £200 million due to the ongoing COVID-19 restrictions – double its previous estimate in February.

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