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Sports Direct opens new £10 million flagship in Birmingham

Jeremy Lim
06 May 2022

Sports Direct has announced the opening of its brand new flagship store today in Birmingham’s city centre.

The 60,000 sq. ft space on New Street is set to house brands including Sports Direct, USC, Game, Evans Cycles and a Belong esports arena in a "curated activation spaces and interactive experiences for consumers to explore."

Spanning four floors, Sports Direct's largest store includes dedicated areas which have been set out for football, running, outdoor and specialist sports, alongside menswear, womenswear and kidswear.

The Birmingham flagship also features a dedicated bra destination, where customers will be able to use a unique multi-brand bra finder tool, a customisation space, a permanent golf putting green, running gait analysis and Jordan basketball performance challenge.

Michael Murray, who recently took over as Chief Executive of Frasers Group, reportedly plans to open up to 10 new flagship stores across the UK.

Murray said: "As Sports Direct continues to evolve and expand, we’re excited to be opening our second flagship store in Birmingham. As one of the largest cities in the UK, Birmingham follows our first flagship in London and brings with it a significant investment into the city, alongside an unrivalled offering of sports and fashion under one roof.

"Sports starts at Sports Direct; and as the leading destination for sports and lifestyle, we work collaboratively alongside our brand partners such as Nike for Sports Direct and CP Company for USC, to inspire our consumers with the best product choices and experiences through our flagship stores.”

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