Frasers Group has opened the doors to its latest Frasers department store in Norwich over the weekend as it continues to roll out the upmarket format.
The 100,000 sq ft department store in Chantry Place spans three levels and includes a Sports Direct, USC, Evans Cycles, Game and Belong on the upper floors.
The Frasers format was first introduced in Wolverhampton back in 2021 and has since been rolled out to eight more locations including Derby, Newbridge and Cork in Ireland.
Mike Ashley’s retail empire is also gearing up to open a further three Frasers flagships in the coming months, including one in Blackpool.
The Norwich department store offers a wide range of premium clothing and accessories across menswear, womenswear and children.
It also houses a refreshed beauty hall at the front of the store, featuring an array of brands including Chanel, Creed, GHD and Benefit.
The store also showcases the group’s new homeware concept, Frasers House, which offers a extensive range of specialist homeware brands as well as a collection from Sofa.com, which the group also owns.
The upper floors stock popular sports brands like Nike, Adidas and Puma, within the store’s Sports Direct fascia.
Frasers Group head of retail, luxury and premium Lauren Barrie said: “We’re proud to be opening the doors to our latest Frasers concept store in Norwich, providing customers with an engaging retail space to meet, shop and explore in the heart of Norwich.”
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