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SNEAK PEEK | Sports Direct to open flagship Manchester store tomorrow - Place North West

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23 March 2023 11:09 Julia Hatmaker Comments (14)

Taking up five floors in the Manchester Arndale, the 50,000 sq ft store will include a Belong e-sports arena as well as space for video game retailer GAME and fashion shop USC.

When it opens on Friday, the Manchester store will be the third flagship location for the Frasers Group brand. The other two flagships are in London and Birmingham.

The Manchester location marks the completion of a multi-million-pound investment that saw the former BHS space transformed into a tech-enabled, interactive shopping experience.

Customers will be able to engage with a golf putting green and a Jordan basketball performance challenge. The store will also offer running gait analysis and a dedicated bra studio to help consumers find the right product to fit their needs.

Shoppers looking for branded fashion, footwear, and accessories will find them at the new Sports Direct. Credit: via Frasers Group

In addition to the space dedicated to GAME, Belong, and USC, the Sports Direct flagship will have areas focused on football, running, specialist sports, and clothing for men, women, and children.

"Our third Sports Direct flagship, marks another step towards our strategic goal to become the number one sports retailer in EMEA," said Sports Direct chief executive Michael Murray.

"Each new store opening is pivotal to the next phase of growth for the group, as we continue to bring the very best brands, environment, product innovations, and experiences to the high street," he continued.

"Manchester is a significant location for the group, and we're excited to be opening our next flagship in the city."

The flagship includes a dedicated section for football footwear. Credit: via Frasers Group

Prior to opening the flagship, Sports Direct occupied 29,000 sq ft at the Manchester Arndale. The new location sees the brand more than double its footprint, as it has taken a total of 58,500 sq ft - the sales floor taking up 50,000 sq ft of that figure.

Sports Direct signed a 15-year lease for its new home last year. Metis Real Estate and Time Retail Partners acted for Manchester Arndale on the deal, while CBRE advised Sports Direct.

Mott MacDonald was the structural engineer involved in setting up the flagship store.

Sports Direct opens on Friday at the Manchester Arndale. Credit: via Frasers Group

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