The Mike Ashley-owned company has signed their first regional flagship store at Fosse Park in Leicester.
The 90,000sq ft mega store will be split into two parts – Flannels and Sport’s Direct. Flannels will be launching a large concept store that will occupy 50,000sq ft. Details of this exciting new concept is scheduled to be released next month.
The remaining 40,000sq ft will be home to Sport’s Directs flagship store, creating the ultimate sports and lifestyle destination. The store will include streetwear concept USC, a new bike department by Evans and an e-sports gaming arena from Game.
The stores will open in 2021, expecting to cost over £15M and creating up to 200 jobs.
Michael Murray, Head of Elevation for Frasers Group said: “I’m proud to be in a position to bring positive news in what has been a tough six months for retail. This announcement shows our commitment and confidence in our elevation strategy. Now more than ever, we must continue to push boundaries and innovate to stay relevant.”
