​Sports Direct to anchor revitalised Lexicon mall in Bracknell

By

Nigel TAYLOR

Published
Feb 16, 2021

It’s big and it’s playing a big part in Bracknell’s revitalisation. Frasers Group is to become an anchor destination at the £30 million redevelopment of The Lexicon mall at the heart of the Berkshire town with a 40,000 sq ft lifestyle store comprising Sports Direct, USC, Game and Evans Cycles brands.

It joins casualwear retailer Crew Clothing, which took a 4,200 sq ft space at the scheme in November. The addition of Sports Direct will further complement the sporting leisure theme at The Lexicon as it also joins Pure Gym and Gymfinity units.

James France, head of Global Leasehold Properties at Frasers Group, said: “This new location in Bracknell demonstrates the Group’s confidence in our elevation strategy and commitment to opening premium retail destinations throughout the UK. Our new multi-fascia lifestyle stores offer customers the very-best sporting and lifestyle brands”.

The Lexicon, a joint venture between Schroder UK Real Estate Fund and Legal & General Capital, has attracted the new brands as part of the transformation of town centre "into a modern mixed-use destination". 

Branded frontages will be introduced, and a modern glazed façade will replace the existing brick frontage to invigorate the building fascia and introduce a new gateway at one of the scheme’s main entrances.
 
The next phase of the town’s redevelopment is due to start this month with £950,000 of funding to pave the way for the Deck development, providing a new covered public space which will contain new stores, bars, restaurants, leisure, and entertainment facilities, while also improving the town’s night-time offer.

Harry Pickering, head of UK Retail at Schroders, added: “This is another important milestone for Bracknell’s regeneration that will help further diversify the local tenant mix, despite the austere retail market conditions over the past year as a result of Covid-19.

“The latest signing of Sports Direct, in addition… to Crew Clothing in November, and earlier deals with Hollywood Bowl and The Botanist for the upcoming development of The Deck, show that brands are committed to the popular town centre as we look to plot a pathway to recovery after the pandemic subsides”.