Retailer Sports Direct has announced plans to open a major new store in Birmingham city centre.
Parent company Frasers Group has signed a deal for 60,000 sq ft of space in the unit formerly occupied by Primark in New Street.
The new store is due to open by next summer and will house names such as USC, Evans Cycles and Game as well as a ‘Belong’ e-sports arena across four floors.
Frasers Group said the move was part of a wider plan to open key strategic flagship stores around the UK.
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The group has not yet outlined whether this new Sports Direct will signal the end of its current shop in Bullring or what impact it will have on its sister store House of Fraser, in Corporation Street.
Sports Direct group acquired House of Fraser after it fell into administration in summer 2018 and a few months later spent £8 million buying out Evans.
In July, its Birmingham branch of Evans relocated from Temple Street to the basement level of the House of Fraser building.
Michael Murray, head of elevation for Frasers Group, said: “This new location in Birmingham demonstrates our confidence in our elevation strategy and commitment to opening premium retail destinations across the UK.
“This will be our most advanced store to date, offering our multiple sporting and lifestyle brands alongside specialised services and leisure facilities.
“Our new Birmingham flagship will be one of the first stores to fully showcase the synergies of many of the group’s acquisitions over the past few years, showing further confidence in our strategy to elevate the sporting goods industry.
“At a time of great uncertainty, we are proud to be one of the few retailers investing in British High Street and creating job opportunities.”
Property agency CBRE brokered the letting.