Sports Direct launches “unique” multi-destination store in Leicester

Sports Direct
The 35,000sq ft store is part of the group’s ongoing elevation strategy
// Frasers Group opens a new multi-destination Sports Direct store in Leicester
// The 35,000sq ft site is spearheaded by group head of elevation Michael Murray
// The store houses Sports Direct, USC, Evans Cycles and Game

Sports Direct has opened a new multi-destination store in Leicester as it seeks to bring a “unique retail offering” to the city.

The 35,000sq ft store – which is situated in Fosse Park, has opened as part of the group’s ongoing elevation strategy, spearheaded by group head of elevation, Michael Murray.

The store features the brand’s new premium design, and houses a Sports Direct, USC, Evans Cycles and Game as well as a Belong Gaming Arena.

READ MORE: Sports Direct on the hunt for “lots and lots of stores”

“This new store in Leicester, demonstrates Frasers Groups’ confidence in our elevation strategy and commitment to opening new stores in key destinations throughout the UK,” Murray said.

“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.”

The store houses a USC that offers a selection of premium branded denim, urban fashion, accessories, and footwear.

Game also features in the store, alongside a Belong Gaming Arena. As well as games, consoles and accessories, the new store along with the Belong arena provides a dedicated space in the city which will allow fans to join the growing gaming community.

Customers can also find an Evans Cycles offering a wide selection of bikes, parts, accessories and clothing.

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