Frasers Group plc has unveiled plans to open a 60,000sq ft Sports Direct flagship in Birmingham city centre, as part of an initiative that will see key strategic flagship stores open around the UK. The next-generation store will open on New Street, in the heart of the city, and will house Sports Direct, USC, Evans Cycles and GAME, as well as a Belong e-sports arena.


Michael Murray, Head of Elevation for Frasers Group, 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.”

Set to open in 2021, the store will feature the brand’s new premium design across four floors. Sports Direct will boast the biggest names in sport, including Nike, Adidas and Under Armour, alongside sections dedicated to specialist disciplines, including running, football and outdoor pursuits. A USC will carry a well-versed portfolio of streetwear and fashion brands, including Converse, C.P. Company, Hugo Boss and Lacoste.

Michael Murray continues: “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.”

The lifestyle megastore store will also house GAME, selling the latest games, consoles and accessories. A Belong e-sports arena will be a social space for competitive gamers to trial new games and take part in e-sports tournaments.

Evans Cycles will offer a selection of bikes, parts, accessories and clothing, together with a fully equipped service centre and kids testing zone allowing space for children to safely ‘road-test’ bikes in the store.

The new store will open in Spring 2021