Sports Direct opens "most advanced store to date"

By

Nigel TAYLOR

Published
Mar 23, 2023

It’s Frasers Group’s third and newest Sports Direct UK flagship and it’s set to be “the pinnacle” of the brand’s retail offer, as well as “the most advanced store to date”.

Opening Friday (24 March) in Manchester, the 50,000 sq ft store underlines Fraser’s “significant investment in high streets across the UK and Europe through its Elevation Strategy, to create leading retail destinations”.

Expanding on the success of the brand’s first two flagship stores in London and Birmingham, the Arndale Centre store has received a multi-million-pound investment and “will bring a modern and engaging sports retail experience to the city”.

Set across five floors, the store will feature curated activation spaces and interactive experiences for consumers to explore. Dedicated areas have been set out for football, running and specialist sports, alongside men’s, women’s, and kidswear.

Specialist sporting areas across the store include a golf putting green, running gait analysis, Jordan basketball performance challenge, a dedicated bra studio, and a newly-launched running concept.

Alongside Sports Direct, the store will also house three defined areas.

USC will be a dedicated area set out for trend-focused consumers to explore and shop the most iconic premium lifestyle brands in one space – from authentic branded denim and urban fashion to accessories and footwear.

Game will provide extensive and expert knowledge to consumers, offering the latest games, consoles, and accessories.

And Belong will be an enhanced gaming and social experience in the city centre, catering for a variety of appetites, from casual players to aspiring professionals.

Frasers CEO Michael Murray said the flagship, “marks another step towards our strategic goal to become the number one sports retailer in EMEA. Each new store opening is pivotal to the next phase of growth for the group, as we continue to bring the very best brands, environment, product innovations, and experiences to the high street. Manchester is a significant location for the group.”