Inside a huge new Sports Direct store with ‘bra studio, putting green and customization area’

Sports Direct opens its brand new four-storey £10million store on New Street today with the promise that it will help ‘energize the next generation of British retail’. Complete with brands including Sports Direct, USC, Game, Evans Cycles and Belong, the 60,000 square foot site will feature “curated activation spaces and interactive experiences for consumers to explore.”

Dedicated areas have been set up for football, running, outdoor and specialist sports, as well as men’s, women’s and children’s clothing. Retail ‘innovations’ will include a bra studio to help women find the right support whatever their sporting interest and a ‘My ID personalization area will allow people to personalize limited-edition designs’ .

There will also be a permanent golf putting green, running gait analysis and Jordan basketball performance challenge at the store, which BirminghamLive says will open last week on May 6. Sports Direct is closing its giant two-storey store in the Bullring, near where the 2003 shopping center has recently lost GAP, Debenhams, Topshop and Topman.

Read more: Huge store leaves the Bullring – with plans to move to bigger premises in Birmingham

Major brands will include Nike, Adidas, Under Armour, Asios and Puma and the sports and activities covered range from football – where there is a section with artificial grass flooring – to running, training, boxing, walking, dancing, cycling and swimming.

The motto of the store window will be “Sport starts here”, as you can see in our photo report below. But despite the company opening just 20 days before the 40th anniversary of Aston Villa’s European Cup victory on May 26, 1982, no member of that team has been asked to perform a celebrity opening. Indeed, the former Aston Villa replica shirt shop was across the street during Martin O’Neill’s manager’s time until it closed in February 2017 to be replaced by Thomas Cook, which has itself closed on September 23, 2019.



Frasers Group Chief Executive Michael Murray led Sports Direct’s strategy before recently taking over from company founder and future father-in-law Mike Ashley. In his view, every future Sports Direct store over 50,000 square feet will be a “flagship”, so the new Birmingham site has 10,000 square feet of space to spare on that front.

Mr Murray said: “As Sports Direct continues to evolve and grow, we are delighted to open our second flagship store in Birmingham. As one of the UK’s largest cities, Birmingham follows on from our first flagship in London and brings with it significant investment in the city, as well as an unrivaled supply of sports and fashion under one roof. .

“Sports starts at Sports Direct; and as the premier destination for sports and lifestyle, we work with our brand partners such as Nike for Sports Direct and CP Company for USC, to inspire our consumers with the better product choices and experiences through our flagship stores.”

BirminghamLive understands that the Evans Cycle store on the ground floor of House of Fraser on Corporation Street will remain. Staff at House of Fraser, who have significantly downsized since Frasers rescued it in 2018, say they are ‘trading indefinitely as far as we know as the store is still making money’.

House of Fraser took on the former Rackhams in 2003 only for the group to fall into administration on Friday August 10, 2018.

Within minutes, a brand with 169 years of history was rescued for £90m by Sports Direct boss Mike Ashley. Although it was thought that the store could then close permanently, nearly four years old, it is still open with a reduced number of floors.

Primark closed its New Street store on April 10, 2019, the day before the famous ‘world’s largest Primark’ opened on the corner of the High Street. In February this year, the High Street Primark welcomed Greggs to run a new café on the mezzanine level.



First look at the new £10m Sports Direct store opening on Friday 6th May 2022
First look at the new £10m Sports Direct store opening on Friday 6th May 2022

Today’s opening is set to be Birmingham’s biggest retail event of 2022. Next year Marks & Spencer will move into most of the former Debenhams at the Bullring as businesses continue to try to restructuring in physical spaces while battling online retailers post Covid -19 as inflation and interest rates soar.

Company philosophy

Sports Direct said it was “Europe’s largest retailer of sports and fitness footwear, apparel and equipment. A brand driven by purpose; our mission is to use the powers of sport to uphold the legend in everyone. Whatever your sport, whatever your style, whatever your ambition, we offer the quality and choice to make everyone feel like a winner.”

The Frasers Group started as a small shop in Maidenhead in 1982 and said it was now a “world powerhouse”.



Football green and green artificial turf returns to Sports Direct on New Street
Football green and green artificial turf returns to Sports Direct on New Street

A spokesperson added: “As the business evolved, 2019 saw the change of name from Sports Direct International to Frasers Group plc; a reflection of the group’s growth and changing market identity. .

“Led by Managing Director Michael Murray, the business is on a tremendous upward trajectory as it continues to grow with its pioneering approach to retail. With the Group’s vision, to serve its consumers with the best brands in sport, premium and luxury to the world, at the forefront of its expansion, Frasers Group continues to be an industry leader Frasers Group is committed to rethinking retail by driving digital innovation and delivering unique store experiences to its consumers around the world through its collection of established brands.

The address

Sports Direct will be at 18 New St, Birmingham B2 4RQ a five minute walk from New Street and Moor Street stations and is even closer to the currently suspended West Midlands Metro tram stop on lower Corporation Street (services are expected to resume at the end of May).

Although unconfirmed at the time of publication, store opening hours are expected to be 9 a.m. to 8 p.m. Monday to Saturday and 11 a.m. to 5 p.m. on Sunday.

Read more: The secrets of the famous 1964 Bull Ring shopping center revealed

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James T. Quintero