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Frasers to open "game changing" store in Portsmouth this Saturday

Lauretta Roberts
28 October 2020

Frasers Group is set to open a "game changing" multi-brand store in Portsmouth this weekend housing its Sports Direct, USC, Evans Cycles, GAME and Belong brands.

The new 51,000 sq. ft store is situated in the Cascades Shopping centre and features Frasers' new premium design. It is the group's first multi-destination store to house a Sports Direct, USC, Evans and GAME, as well as a Belong Gaming Arena, all under one roof.

It will be Sports Direct’s first store to include a range of inclusive mannequins and a sustainability feature wall highlighting the current range of eco-friendly products on offer.

Frasers Group head of elevation Michael Murray said: “We are really proud to open a new retail destination in Portsmouth. Our next-generation stores offer customers the biggest brands in sportswear, sports equipment and fashion, all under one roof.

"As we continue to grow throughout the UK, our ethos and commitment remains the same; we offer customers the biggest and best brands and unrivalled product choice."

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.

“This is a major part of Sports Direct’s brand elevation strategy that will see a huge investment in a number of new stores, while upgrading and improving existing ones across the UK.

"This is the strategic vision of the business as it aims to meet the demands of an ever more sophisticated consumer who is increasingly looking for only the very best brands and an enhanced shopping experience," Murray added.

Yesterday Frasers revealed plans for a 17-store expansion of its designer chain Flannels starting with a new store in Birmingham.

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