Frasers Group plc has notably expanded its retail footprint with the opening of a new multifaceted store in Metrocentre, Gateshead. Occupying the former Debenhams unit, the venture brings together several of the Group’s leading brands, including a 50,000 sq. ft Sports Direct store, a similarly sized FLANNELS store, and a 37,000 sq. ft Everlast Gym.

The new Sports Direct store serves as a prime destination for sports enthusiasts, offering an extensive range of products from globally recognized brands like Nike, Adidas, Puma, Under Armour, New Balance, and Asics. This store not only features dedicated areas for various sports activities but also introduces the innovative Running Concept, previously launched in Manchester, designed to aid customers in their athletic pursuits.

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Adjacent to Sports Direct, Everlast Gyms has launched its largest hybrid gym facility, featuring state-of-the-art fitness equipment, a full-size boxing ring, and various specialized fitness zones. This gym represents the brand’s commitment to combining elements of both traditional and boutique gyms to offer a comprehensive fitness experience.

In addition to the sports and fitness offerings, the new FLANNELS store brings a luxurious fashion and beauty experience to the North of England. The store showcases an array of high-end brands, including Tom Ford, Dolce & Gabbana, Off-White, and more. Notably, it houses Flannels’ first-ever Home section in a regional mall and unique beauty offerings such as Burberry and Moncler fragrance counters.

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Ger Wright, Managing Director Sport at Frasers Group, said: “We are bringing the ultimate fitness destinations to Metrocentre with the opening of Sports Direct and our Everlast Gyms flagship. These openings demonstrate our dedication to expanding and investing into our store portfolio, as we bring the best sports and leisure brands, environments and experiences to key retail destinations across the UK and internationally.

“As the leading destination for sportswear in the UK, and with the support from our major global brand partners, we continue to expand our retail portfolio on our journey to becoming the number one sports retailer in EMEA.”

This expansion aligns with Frasers Group’s broader strategy to elevate its retail presence and offer diverse, high-quality shopping experiences.