Frasers Group to open “game changing” new store in Portsmouth

Frasers Group to open “game changing” new store in Portsmouth
Frasers Group to open new 51,000 sq ft store in Portsmouth this Saturday.
// Frasers Group opens first multi-brand store in Portsmouth
// Launch comes one day after Flannels announces ambitious 17 store expansion plan

Mike Ashley’s Frasers Group will open a new multi-brand store in Portsmouth this Saturday in the Cascades Shopping centre.

Going against the grain of the majority of retailers who are looking to reduce their exposure to bricks and mortar stores, the 51,000 sq ft shop will feature Frasers’ new premium design.

It will also be the first to house Sports Direct, USC, Evans and GAME, as well as a Belong Gaming Arena, all under one roof.

“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,” Frasers Group head of elevation Michael Murray said.


“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.”

Yesterday Frasers’ Flannels group announced the opening of a new 12,000sq ft store in Birmingham.

It also revealed the group will open 17 new stores between now and the end of 2021, spearheaded by Murray.

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

“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.

The launch comes as Frasers’ Sports Direct business faces criticism for allegedly asking some furloughed shop managers to shift stock from stores to depots at the height of the Covid-19 pandemic due to online demand.

Frasers Group has reportedly insisted that it did not break the rules after staff alleged that the group encouraged them to work while on the furlough scheme.

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  1. This is some good news for consumers for a change. Well done to Frasers for showing faith in the future of physical stores. A very wise move as shoppers will flock to these stores in 2021 when more normal conditions prevail.

  2. Excellent news! Good for Mike. I know he has a tendency to rub people up the wrong way sometimes… But you can’t fault the guy and his team knowing how to make a business take money, whether its a pretty business or a stack it high sell it cheap. Good for him, hopefully the first of many.

  3. Is there any sentence from anyone senior at Frasers that doesn’t feature the words “elevation strategy”? It feels like they’ve read it on page 2 of a branding textbook and think that if they say it over and over every single chance they get they will sound cool and smart. I’d suggest making it a drinking game but with the frequency they say it you’d be vomiting in the fireplace of the Green Dragon in Alfreton as quick as a flash.


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