Frasers Group to open flagship Sports Direct in Sheffield

Frasers Group has taken over 180,000 sq ft of retail space in Meadowhall shopping centre, Sheffield, which includes a former Debenhams site that will be used as a Sports Direct flagship and Frasers concept store, Drapers has reported. The space in Meadowhall, which is being let by British Land, will reportedly feature a 60,000 sq ft Sports Direct flagship on the upper floor. It will also include other Frasers brands such as USC, Game and Evans Cycles. Meanwhile, the other 60,000 sq ft on the lower floor will become a Frasers concept store. The group currently operates eight concept stores in the UK, following the first opening in Wolverhampton in 2021. In addition, the retailer has signed leases for two more stores at Teesside Shopping Park, with official openings set for late 2024. The Sports Direct will reportedly double in size to 40,000 sq ft to also include Game and Evans Cycles, as well as a 20,000 sq ft Flannels that will open after a refurbishment of the existing Sports Direct. According to Frasers, the deal has allowed it to “significantly” grow its estate and comes as part of the group’s elevation journey, which aims to raise perceptions of the retailer’s offer in order to attract more high-profile brands to its stores. Michael Murray, CEO of Frasers Group, said: "We are big believers in physical retail and our significant investment demonstrates not only our commitment to the elevation strategy, but also our innovative approach to rethinking large retail spaces to make them fit for the future. "With each new store opening, we seek to set the benchmark for outstanding regional retail as we continue to bring the world’s most aspirational brands, product innovations, and customer experiences to regional consumers across the UK." Darren Richards, head of real estate of British Land, added: "These new lettings across our regional retail portfolio clearly demonstrate the strength of the retail park format and Meadowhall’s appeal as a super-regional centre. “These brands are successfully evolving to meet the ever-changing demands of the consumer, and we look forward to working closely with Frasers Group as it continues to roll out its elevation strategy."