Frasers Group to open brand new multi-brand fascia in Birmingham city centre

Frasers Group to open brand new multi-brand fascia in Birmingham city centre
An artist's impression of the new multi-brand Sports Direct store in Birmingham.
// Frasers Group have signed a new 60,000sq ft site in Birmingham city centre
// The brand-new store will be one of the latest “multi-brand” retail destinations for the firm
// The new store will house Frasers Group’s Sports Direct, USC, Evans Cycles and Game fascias

Frasers Group has unveiled plans to open a 60,000sq ft multi-brand flagship store in Birmingham city centre, as part of a strategy that will see key strategic flagship stores open around the UK.

Slated to open on New Street in spring/summer next year, the new four-storey store will house the firm’s Sports Direct, USC, Evans Cycles and Game fascias, as well as a Belong esports arena.


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“This new location in Birmingham demonstrates our confidence in our elevation strategy and commitment to opening premium retail destinations across the UK,” Frasers Group head of elevation Michael Murray said.

“This will be our most advanced store to date offering our multiple sporting and lifestyle brands alongside specialised services and leisure facilities.

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

He added: “Our new Birmingham flagship will be one of the first stores to fully showcase the synergies of many of the group’s acquisitions over the past few years, showing further confidence in our strategy to elevate the sporting goods industry.

“At a time of great uncertainty, we are proud to be one of the few retailers investing in British High Street and creating job opportunities.”

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