Sports Direct opens its doors to a multi-brand destination store in Fosse Park, Leicester

Sports Direct and Frasers Group add another store to their growing portfolio with the opening of a new retail destination in Fosse Park, Leicester. Spanning 35,000 sq. ft. the multi-brand store features a brand-new design concept and includes fascia’s USC, Evans Cycles and Game and a Belong Gaming Arena too.

This new store follows the opening of their £10 million refurbishment in London’s Oxford Street which is an impressive space using clever innovations to elevate the brand and its offering to the customer.

The large, glazed window spaces on the two prominent sides of the building have allowed for illuminated signage and display concepts to be fully visible.

The fixtures and wall bay spaces provide an efficient use of space for products to be merchandised, with separate signage for Women’s, Men’s, Kids, Football, Running and Outdoors.

Mike Murray, Head of Elevation at Frasers Group said,

“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.”

This multi-destination sports store in Leicester is a great addition to the changing retail landscape and its continually confident to see Frasers continue to open stores as part of their growing strategy to elevate their brands in the marketplace.

We continue to enjoy working with Frasers to assist them with their store programme, collaborating with companies to bring retail environments to life, from initial concept to delivery. Thanks to SmithBrewer and Whitebox who we worked alongside to complete this.