Frasers Group has announced plans to open a new flagship store on New Street in Birmingham city centre.
The Mike Ashley-owned retailer wants to open the 60,000 sq ft store in the former Primark in the spring or summer of 2021.
The four-storey site will be home to Sports Direct, USC, Evans Cycles and Game brands – along with a Belong esports facility.
Frasers Group head of elevation, Michael Murray, 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.
“As we continue to grow throughout the UK, our ethos and commitment remains the same; we offer customers the very best brands and an unrivalled product choice.
“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.”
Pictured: An artist’s impression of the new store.