Frasers Group has unveiled plans to open a 60,000sq ft Sports Direct flagship in Birmingham city centre in 2021.
The four-storey store, located on New Street, will house the Sports Direct, USC, Evans Cycles and GAME brands all under one roof, as well as a Belong e-sports arena.
This is the first step in the sports retailer’s plan to open strategic flagship stores across the UK.
“This new location in Birmingham demonstrates our confidence in our elevation strategy and commitment to opening premium retail destinations across the UK,” said Michael Murray, head of elevation for Frasers Group.
“This will be our most advanced store to date offering our multiple sporting and lifestyle brands alongside specialised services and leisure facilities.”
He continued: “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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