Frasers Group reveals its largest combined Sports Direct and Frasers store in Sheffield’s Meadowhall.
- The new store occupies the former Debenhams site, revitalising the 100,000 sq ft retail space.
- Frasers aims to draw in both young and mature audiences with diverse brand selections.
- Sports Direct offers an extensive range of sportswear and interactive shopping experiences.
- The opening is part of Frasers Group’s ongoing modernisation and expansion strategy.
Frasers Group has unveiled its largest combined Sports Direct and Frasers store at Sheffield’s Meadowhall shopping centre. This marks a significant development, transforming the space previously occupied by Debenhams into a dual-floor retail destination with a Frasers concept store on the lower level and a Sports Direct outlet above.
The expansive 100,000 square feet area was revitalised with an investment exceeding £10 million. Frasers concept store now boasts a wide array of premium brands, including Boss, Diesel, Ganni, Levi’s, and Calvin Klein, targeting younger fashion enthusiasts. At the same time, it caters to a more mature clientele with its sophisticated homeware selection and the largest footwear department to date, featuring brands like Veja, Ugg, and Timberland.
An additional draw for customers is the first-ever in-store Pret-a-Manger café. The strategic placement of Frasers’s offerings, according to industry insights, is designed to attract a broader audience than the Flannels stores, thereby refraining from product overlap, with Flannels focusing on luxury labels such as Prada and Gucci.
The upstairs Sports Direct store showcases an extensive sportswear collection from Nike, Under Armour, Adidas, and Puma, sorted into ‘running’, ‘training’, ‘outdoor’, and ‘football’ categories. This approach not only enhances customer shopping experience but also introduces innovative interactive elements, including a terrain tester for hiking footwear and a customisation station for replica shirts.
Frasers Group’s managing director of sport, Ger Wright, expressed confidence in the new store’s potential to revitalise the area, offering Sheffield’s consumers access to top global brands. This modernised retail concept is part of a broader strategy to elevate Sports Direct’s presence, with additional flagship openings in Liverpool and Dublin anticipated.
The Meadowhall store reflects Frasers Group’s commitment to revitalising retail spaces and enhancing the consumer shopping experience.
