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Published
May 6, 2022
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Sports Direct opens second concept flagship with £10m Birmingham debut

Published
May 6, 2022

Sports Direct is continuing to invest heavily in physical retail in the UK and has just opened a new Birmingham flagship, covering 60,000 sq ft.


Sports Direct



The company said that the concept space will “supercharge the next generation of British retail”.

And it added that spearheaded by new chief executive Michael Murray, owner Frasers Group’s flagship strategy “demonstrates the group’s continued commitment to investing in the transformation of the UK’s high streets”. Murray took over only this month after previous CEO and controlling shareholder Mike Ashley decided to take more of a backseat.

The new store aims to expand on the “success of Sports Direct’s elevated store portfolio” and will be the first flagship to also house USC, GAME, Evans Cycles and a Belong esports arena under one roof.

It’s located on New Street, the city’s principal shopping destination, and has seen an investment of over £10 million.

Sports Direct said it “aims to champion the legend in everybody serving, supporting, and inspiring consumers with products that bring out the best in everyone”. 

The store covers four floors and features “curated activation spaces and interactive experiences for consumers to explore”. Dedicated areas have also been set out for football, running, outdoor and specialist sports, alongside the expected men’s, women’s and kidswear.

Specialist areas inside the new branch include a permanent golf putting green, running gait analysis, and Jordan basketball performance challenge.

It follows the earlier opening of the Oxford Street, London flagship that also saw a £10 million investment and precedes a Manchester flagship that will open later this year.

This ‘flagship’ strategy is an all-new proposition for Sports Direct, “bringing the best of sports to the consumer with an unrivalled product choice and world-class experiences through [its] new design and brand vision”.

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