Frasers Group to open new ‘game-changing’ multi-brand store

Mike Ashley’s Frasers Group, is set to open a brand new multi-fascia store in Portsmouth this weekend, as part of the group’s ongoing elevation programme.

The new 51,000 sq. ft store, situated in the Cascades Shopping centre, will feature the brand’s new “premium design”. It is the very first multi-destination store to house a Sports Direct, USC, Evans and Game as well as a Belong Gaming Arena all under one roof.

As well as being the first store to feature all of the groups sports facias, Frasers said it will also be Sports Direct’s first store to include a range of inclusive mannequins and a sustainability feature wall highlighting the current range of eco-friendly products on offer.

The store will also include a USC streetwear and fashion store offering a portfolio of brands including: Converse, Champion, Levi’s, Hilfiger Denim, Lacoste and Calvin Klein.

In addition, the store will also house Game, the high-street video game retailer, alongside a Belong Gaming Arena. Frasers added that the 24-seat e-sports arena will bring “a social space for competitive gamers and will be home to the ‘Portsmouth Pirates’ gaming tribe”.

Michael Murray, head of Elevation for Frasers Group, said: “We are really proud to open a new retail destination in Portsmouth. Our next-generation stores offer customers the biggest brands in sportswear, sports equipment and fashion, all under one roof.

“As we continue to grow throughout the UK, our ethos and commitment remains the same; we offer customers the biggest and best brands and unrivalled product choice.”

He added: “This is a major part of Sports Direct’s brand elevation strategy that will see a huge investment in a number of new stores, while upgrading and improving existing ones across the UK.

“This is the strategic vision of the business as it aims to meet the demands of an ever more sophisticated consumer who is increasingly looking for only the very best brands and an enhanced shopping experience.”