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Frasers Group to open Sports Direct flagship at Manchester Arndale

Tom Bottomley
23 March 2023

Following on from the flagship store openings in London and Birmingham, Frasers Group is opening a third Sports Direct flagship at Manchester’s Arndale tomorrow, 24 March, as the group’s elevation strategy gathers pace.

According to a statement from Frasers Group, “the site has received a multi-million-pound investment and will bring a modern and engaging sports retail experience to the city”.

Set across five floors, the new Arndale store will feature curated activation spaces and interactive experiences for consumers to explore. Dedicated areas have been set out for football, running and specialist sports, alongside men’s, women’s, and kidswear.

Specialist sporting areas across the store include a golf putting green, running gait analysis, Jordan basketball performance challenge, a dedicated bra studio, and a newly-launch running concept.

Alongside Sports Direct, the store will also house:

  • USC: a dedicated area set out for trend-focused consumers to explore and shop premium lifestyle brands in one space – from branded denim and urban fashion to accessories and footwear.
  • GAME: the leading games retailer will provide extensive and expert knowledge to consumers, offering the latest games, consoles, and accessories.
  • Belong: an enhanced gaming and social experience in the city centre, allowing fans to join the growing gaming community. The area will also offer games, consoles, and accessories, catering for a variety of appetites, from casual players to aspiring professionals.

Spearheaded by Chief Executive, Michael Murray, the flagship strategy brings to life a retail proposition “that offers consumers an unrivalled product choice and world-class experiences”.

The new flagship further demonstrates Frasers Group’s commitment to bringing elevated retail destinations to consumers, further securing its role on the high street as one of the leading destinations for sport in the UK and Europe.

Speaking of the opening, Michael Murray said: “Our third Sports Direct flagship, marks another step towards our strategic goal to become the number one sports retailer in EMEA.

“Each new store opening is pivotal to the next phase of growth for the group, as we continue to bring the very best brands, environment, product innovations, and experiences to the high street. Manchester is a significant location for the group, and we’re excited to be opening our next flagship in the city.”

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