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Sports Direct opens £10m Birmingham flagship

The new site will feature curated activation spaces and interactive experiences for consumers

Sports Direct is opening its latest flagship store in the heart of Birmingham with a 60,000 square feet concept space that has seen an investment of over £10m.

Located on New Street, Sports Direct Birmingham is set across four floors and it will be the first flagship to house USC, GAME, Evans Cycles and a Belong esports arena under one roof.

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As such, dedicated areas have been set out in the store for football, running, outdoor and specialist sports, alongside men’s, women’s and kidswear.


The specialist areas include a permanent golf putting green, running gait analysis and Jordan basketball performance challenge, alongside the latest games, consoles, and accessories, a selection of bikes, parts, and clothing, together with a fully equipped bike workshop service.

The Birmingham site continues the reopening of the business’ first flagship on London’s Oxford Street, which underwent a £10m refurbishment last year. Birmingham is the second flagship location to open, with Manchester set to open late 2022.

Each Sports Direct flagship is upwards of 50,000 square feet and sees a “considerable” investment from Frasers Group into British retail.

Michael Murray, chief executive of Frasers Group, said: “As Sports Direct continues to evolve and expand, we’re excited to be opening our second flagship store in Birmingham.

“As one of the largest cities in the UK, Birmingham follows our first flagship in London and brings with it a significant investment into the city, alongside an unrivalled offering of sports and fashion under one roof.”

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