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Published
Jun 29, 2021
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Sports Direct combines multiple chains in new Leicester store

Published
Jun 29, 2021

The Sports Direct growth story continues. Fresh from announcing a major retail push into mainland Europe and launching a “trailblazing” remodelled flagship store on London’s Oxford Street, the Frasers Group-owned UK sportswear retail giant has just opened another flagship store in Leicester.


Sports Direct


This one’s interesting. It also acts as multi-destination platform for the group’s brand portfolio with the new 35,000 square foot unit in Fosse Park also housing its USC, Evans Cycles and Game & Belong brands under one roof. 

“The opening of this store brings a unique retail offering to Leicester, proving Sports Direct’s vision of bringing the very best brands to consumers and supercharging the next generation of British retail”, Frasers said. 

Michael Murray, Group Head of Elevation added: “This new store in Leicester demonstrates Frasers Groups’ confidence in our elevation strategy and commitment to opening new stores in key destinations throughout the UK. 

“We are the leading destination for sportswear and are committed to meeting the demands of an ever more sophisticated consumer who is increasingly looking for only the very best brands and an enhanced shopping experience on the high-street”. 

As mentioned, alongside Sports Direct, the store features a USC in it offering a collective of trend-focused brands “presenting customers with a selection of premium branded denim, urban fashion, accessories, and footwear”. The brand portfolio includes Champion, Levi’s, Hilfiger Denim, Lacoste and Calvin Klein. 

Meanwhile the high-street video retailer Game also features in the store, alongside a ‘Belong Gaming Arena’. As well as games, consoles and accessories, the new store along with the arena “provides a dedicated space in the city which will allow fans to join the growing gaming community”. 

Additionally, Evans Cycles offers a wide selection of bikes, parts, accessories and clothing alongside how-to advice.

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