The new 60,000sq ft is located on New Street and houses Sports Direct, USC, Evans Cycles and GAME.
The mega store will boast products from a number of brands including Nike, Adidas and Under Armour as well as Converse, C.P. Company, Hugo Boss and Lacoste. The store will also house a GAME area, which will sell games, consoles and accessories whilst a Belong e-sports arena will provide the perfect location for guests to trial games and take part in e-sport tournaments.
Michael Murray, Head of Elevation for Frasers Group, commented: “This new location in Birmingham demonstrates our confidence in our elevation strategy and commitment to opening premium retail destinations across the UK. This will be our most advanced store to date offering our multiple sporting and lifestyle brands alongside specialised services and leisure facilities.”
The new store will open in Spring 2021.
