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Frasers Group to open ‘landmark’ 60,000 sq ft multi-brand Birmingham store

Tom Shearsmith
15 December 2020

Frasers Group has announced plans to open a new 60,000 sq ft multi-brand flagship store in Birmingham city centre.

The new store will house Frasers Group’s Sports Direct, USC, Evans Cycles and Game.

Set to open in Spring 2021, the store will feature the company's new premium interior design across four floors, boasting some of the biggest names in sportswear including Nike, Adidas and Under Armour, alongside sections dedicated to specialist sports, such as football.

Michael Murray, Head of Elevation for Frasers Group, said: "This new location in Birmingham demonstrates our confidence in our elevation strategy and commitment to opening premium retail destinations across the UK.

"This will be our most advanced store to date offering our multiple sporting and lifestyle brands alongside specialised services and leisure facilities. As we continue to grow throughout the UK, our ethos and commitment remains the same; we offer customers the very best brands and an unrivalled product choice.

"Our new Birmingham flagship will be one of the first stores to fully showcase the synergies of many of the group's acquisitions over the past few years, showing further confidence in our strategy to elevate the sporting goods industry. At a time of great uncertainty, we are proud to be one of the few retailers investing in British High Street and creating job opportunities."

Earlier this month, confirmed Sports Direct is to close its Oxford Street flagship store in London, with the news announced via closing down sale signs in the store's window.

In October Frasers Group opened its first multi-brand store in Portsmouth, spanning 51,000 sq. ft store in the Cascades Shopping centre.

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