Sports Direct opens expanded store at Braehead

By

Nigel TAYLOR

Published
May 15, 2023

Sports Direct’s UK flagship store expansion continues with Frasers Group’s key mass sports brand opening a new store at the Braehead Centre retail park on the outskirts of Glasgow.

The brand is relocating and upsizing to a new 20,000 sq ft store on the upper level of the main centre.

The new store will feature sportswear across men’s, women’s and kidswear while also housing both its USC and Game brands.

USC is the dedicated area “set out for trend-focused consumers to explore and shop the most iconic premium lifestyle brands in one space” including branded denim and urban fashion to accessories and footwear. Meanwhile, Game provides extensive and expert knowledge to consumers on he latest games, consoles, and accessories.

Braehead, owned by property company SGS and managed by Global Mutual, continues its own expansion drive having introduced H&M, Gap, London-based fashion brand Vanilla, and jeweller Lovisa to the 1.1 million sq ft centre in Renfrewshire. They share the space with other major retailers including M&S, Primark and Next.

James France, Group Head of Real Estate at Frasers Group said: “As we continue to expand our store portfolio across the UK, our ethos and commitment remain the same; we offer consumers the very best brands and an unrivalled product choice, as we aim to become the number one sports retailer in Europe.” 

Steve Gray, Head of European Retail Asset Management at Global Mutual, added: “Sports Direct is a valued, long-standing tenant. The brand’s decision to open a new store reflects the success of the relationship to date and is also indicative of the continued appeal of physical retail more broadly.”