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Sports Direct opens new retail destination in Leicester

Lauretta Roberts
28 June 2021

Sports Direct is continuing with its ongoing elevation strategy with the opening of a new 35,000 sq ft retail destination in Fosse Park, Leicester.

The site features the brand's new retail design concept and incorporates a Sports Direct, USC, Evans Cycles and GAME as well as a Belong Gaming Arena.

Michael Murray, Group Head of Elevation at Sports Direct parent Frasers Group said: “This new store in Leicester, demonstrates Frasers Group's confidence in our elevation strategy and commitment to opening new stores in key destinations throughout the UK.

"We are the leading destination for sportswear and are committed to meeting the demands of an ever more sophisticated consumer who is increasingly looking for only the very best brands and an enhanced shopping experience on the high-street.”

Brands featured at Sports Direct include Nike, Adidas, Under Armour, Asics and Puma, across men's, women's and children's. USC offers a mix of premium branded denim, urban fashion, accessories and footwear from brands, including Champion, Levi’s, Hilfiger Denim, Lacoste and Calvin Klein.

The opening of the Leicester store comes on the heels of the re-opening of Sports Direct's Oxford Street flagship, which has undergone a £10m refit and features a number of in-store innovations, including a customisation area, a FIFA Gaming area, an Infinity Mirror Cube and a 3D Motion Hologram greeting shoppers on arrival.

Last week Murray told Property Week that Sports Direct was looking to capitalise on the opportunities presented by the pandemic to open a number of new stores.

“The beauty with Sports Direct is that we are in a very fortunate and agile position. We’re looking at lots and lots of stores now.

“We’ve proven the concept works and we have confidence in our concept. Landlords want to work with us and we’ve never been in a better place with our brands. It’s now going to be about how many (stores) can we physically do a year? That’s the big question.”

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