Oct 29, 2020
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​Frasers debuts 'game-changer' with first multi-brand store opening

Oct 29, 2020

Expanding UK retailer Frasers Group will be able to combine many of its banners under one roof with the opening of its first multi-brand destination in Portsmouth on Saturday October 31.


Calling the debut a “game-changer”, the 51,000 sq ft site is housed within the Cascades Shopping centre featuring its Sports Direct, USC, Evans, and Game brands as part of the group’s ongoing “elevation programme”. It will also feature a Belong Gaming Arena.

Another first for the group will a Sports Direct upgrade, featuring a range of inclusive mannequins and a sustainability feature wall highlighting the brand’s current range of eco-friendly products.

Within it brands offer, which includes Nike, Adidas, Under Armour, Asics and Puma for men, women and children, the unit will also include dedicated sections for running, football and outdoor.

Michael Murray, head of Elevation for Frasers Group, said: “This is a major part of Sports Direct’s brand elevation strategy that will see a huge investment in a number of new stores, while upgrading and improving existing ones across the UK.

“This is the strategic vision of the business as it aims to meet the demands of an ever more sophisticated consumer who is increasingly looking for only the very best brands and an enhanced shopping experience.”

The store’s USC streetwear and fashion unit will offer a trend-focused selection of the “season’s premium branded denim, urban fashion, accessories, footwear and beauty”. Brands include Converse, Champion, Levi’s, Hilfiger Denim, Lacoste and Calvin Klein.

Meanwhile, Evans Cycles will also feature in the new multi-destination store, offering a wide selection of bikes, parts, accessories and clothing and customer support.

In addition, the store will also house Game, the high-street video game retailer alongside a Belong Gaming Arena. Frasers said the 24-seat e-sports arena will bring a social space for competitive gamers and will be home to the ‘Portsmouth Pirates’ gaming tribe while providing a dedicated space in the town centre for fans to join the growing gaming community.

Murray added: “Our next-generation stores offer customers the biggest brands in sportswear, sports equipment and fashion, all under one roof.

“As we continue to grow throughout the UK, our ethos and commitment remains the same; we offer customers the biggest and best brands and unrivalled product choice.”

Frasers Group is proving to be one of the few expanding retailers on the beleaguered UK high street. The group’s high-end fashion banner Flannels has just opened a new site in Birmingham and plans two more stores this year, adding to its 40-plus-estate. A further 15 new stores are scheduled to open across the country in 2021, Frasers Group said.

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