Sports Direct, USC, Evans Cyces and Game to come together in Birmingham multi-brand store

The ex Primark store on New Street in Birmingham City Centre, comprising 60,000 sq ft, is set to house Frasers Group’s Sports Direct, USC, Evans Cycles and Game fascias, as well as a Belong esports arena.

The brand-new store will be one of the latest “multi-brand” retail destinations for the firm, and will be part of a strategy that will see key strategic flagship stores open around the UK.

As part of its fit out works, the multi-brand store will introduce a new double height glazed façade, complimenting recent flagship lettings on the block to H&M, JD Sports and Metro Bank.

“This new location in Birmingham demonstrates our confidence in our elevation strategy and commitment to opening premium retail destinations across the UK,” Frasers Group head of elevation Michael Murray said. “This will be our most advanced store to date offering our multiple sporting and lifestyle brands alongside specialised services and leisure facilities.

Jackson Criss acted on behalf of the landlord, Aberdeen Standard.

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