Frasers Group to open ‘landmark’ 60,000 sq ft Birmingham store

Frasers Group has revealed plans to open a new 60,000 sq ft flagship store in Birmingham city centre.

The Mike Ashley-owned retailer wants to open the new outlet on New Street in the spring or summer of next year. The four-storey building will be home to the company’s Sports Direct, USC, Evans Cycles and Game brands – along with a Belong esports facility.

Frasers Group head of elevation, Michael Murray, said: “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.

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

“Our new Birmingham flagship will be one of the first stores to fully showcase the synergies of many of the group’s acquisitions over the past few years, showing further confidence in our strategy to elevate the sporting goods industry.

“At a time of great uncertainty, we are proud to be one of the few retailers investing in British High Street and creating job opportunities.”