While much of the attention surrounding Frasers Group’s store openings has focused on its luxury Flannels chain, we should not ignore the fact that sports remain a core part of its business and its multiple sporting operations are the focus of its latest mega-opening.
The company has taken up a huge space in the Gateshead Metrocentre supershop, headlined by a 50,000 sq ft elevated Sports Direct store “to power British retail performance with the world’s best sports and performance brands”. The store offers customers access to other brands in the Frasers Group ecosystem, including USC, Evans Cycles and Game.
Additionally, a new 37,000 sq ft Everlast Gyms flagship has opened there, “bringing fitness enthusiasts the UK’s largest hybrid gym”.
Looking back at the Sports Direct space, brands available in stores include Nike, Adidas, Puma, Under Armour, New Balance and Asics.
And the “modern and innovative store” has sports areas specialized in running, football and outdoor activities, with clothing for men, women and children.
The focus on running offers customers what Sports Direct said is its “market-leading running concept”. The concept was first launched at its Manchester flagship and “provides the most advanced tools to help customers find the right product for their career”.
Meanwhile, the Everlast Gyms location, its “10th largest elevated hybrid gym to date,” is accessible through Sports Direct (a fact that increases gym-goers’ exposure to the company’s product offering). retail).
The company said its gyms “are the new pioneers in the fitness industry, offering a hybrid gym experience, combining the best elements of big box stores and boutiques, and providing members with affordable memberships without compromising the quality of the facilities or the service.”
Ger Wright, Managing Director of Sports at Frasers Group, said: “We will bring top fitness destinations to Metrocentre with the opening of Sports Direct and our flagship Everlast Gyms. These openings demonstrate our dedication to expanding and investing in our store portfolio, as we bring the best sports and leisure brands, environments and experiences to key retail destinations across the UK and internationally.
“As a leading sportswear destination in the UK, and with the support of our leading brand partners globally, we continue to expand our retail portfolio on our path to becoming the number one sports retailer in EMEA.”
Frasers Group is one of the most active UK retailers when it comes to store openings. And the company clearly sees great potential in Metrocentre in particular, having also opened a 50,000 sq ft flannel store there, which includes both its fashion and beauty offerings.
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