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.
