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New combined Frasers and Sports Direct flagship to open at Sheffield’s Meadowhall

Tom Bottomley
24 September 2024

Frasers Group will tomorrow, 25 September, open the doors to its latest combined Frasers and Sports Direct flagship store, totalling 100,000 sq ft, at the Meadowhall Shopping Centre in Sheffield.

It’s the culmination of a multi-million-pound investment in what was the former Debenhams space at Meadowhall, with Frasers taking 45,000 sq ft on the ground floor and Sports Direct taking 55,000 sq ft on level one of The Avenue at Meadowhall.

The new store marks the 13th new Frasers store, and the eleventh that has been combined with a Sports Direct since 2021.

It also incorporates USC – targeting a younger customer with brands such as CP Company as well as premium denim and streetwear – and homeware from Sofa.com, while Sports Direct also has dedicated areas for Evans Cycles and GAME.

The "next generation store" will provide the Sheffield community and visitors to Meadowhall from further afield with "access to the world’s most aspirational premium, lifestyle and sports brands",

David Epstein, Managing Director of Premium and Luxury at Frasers Group, said: "Our Frasers Meadowhall flagship store demonstrates the group’s commitment to setting a new benchmark in retail and creating exceptional shopping destinations.

"Driven by our strong partnerships with some of the most renowned premium and lifestyle brands, we’ve developed an elevated space that combines quality, variety, and innovation.

"With an unrivalled offering of the best in fashion, footwear, and accessories as well as our most expansive homeware destination to date, this store creates an engaging and inspiring shopping experience for consumers that showcases the very best of what our brand partners have to offer."

Frasers Meadowhall boasts an impressive range of premium clothing and accessories across menswear, womenswear, kidswear, beauty, footwear, and homeware, offering ready-to-wear labels such as BOSS, Barbour, UGG, Nobody’s Child, Never Fully Dressed and Rains.

At the heart of the new store, there’s also an expansive women’s accessories hall housing prestigious brands such as Longchamp and Coach.

Alongside clothing, the flagship’s Beauty Edit brings together an ever-changing roster of emerging and established beauty, hair and fragrance brands, alongside beauty tools and accessories, including Tom Ford, Dior Fragrance, Creed, GHD, Estee Lauder and Clarins.

The new Sports Direct store, which opens just as its old Meadowhall store (in a different location within the shopping centre) closes, features brands including Nike, Adidas, Puma, Under Armour, Asics and On Running.

The Evans Cycles shop-in-shop offers a wide selection of bikes, parts, accessories and clothing, as well as a bike workshop – with a separate doorway so customers can bring their bikes in easily.

The flagship store also features Sports Direct’s newly launched Outdoor Concept – described as "the first elevated outdoor retail experience", incorporating advanced technology and information sharing to educate consumers about products and outdoor activities.

There’s also the Running Concept, which boasts a running gait analysis machine to help consumers find the right product for their running journey, along with running shoes for different levels: ‘Everyday Run’, Off-road Run’ and ‘Fast Run’ for those who take things a bit more seriously – featuring "some of the most advanced running shoes on the market".

Additionally, a Nike Football department features in-store, only the second time the concept has been included within Sports Direct following the initial launch at the London flagship.

Ger Wright, Managing Director of Sport at Frasers Group, said: "Our previous Sports Direct store over the other side of Meadowhall was 35,000 sq ft and we’re now going in to 55,000 sq ft.

"Our existing staff are super excited to come to the new store – and have helped us to merchandise it – and we’re adding an additional 150 members of staff.

"We now have a wider selection of brands and better products, so that really excites them as well. We’re a sporting goods retailer and we lead through the lens of performance – with four large categories; Football, Running, Outdoor and Training. They are the categories that will come to life in our new space. We also have lifestyle – including t-shirts, fleece and footwear.

"We launched our new Outdoor concept in March when we opened our Cardiff store, so we know outdoor is a very big category within the sports industry."

Housed on the ground floor within Frasers is Pret-a-Manger, reinforcing the "one-stop destination" ethos. It’s the first time the popular high street café chain has been included within a Frasers store and Epstein hinted there will be more to come in other stores.

To celebrate the opening, Pret-a-Manger will be exclusively offering Frasers and Sports Direct consumers half-price coffees on 25 September, and a bespoke baguette sandwich available for two weeks post-opening.


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