Meadowhall in Sheffield witnesses the grand opening of Frasers Group’s largest combined Sports Direct and Frasers store.
- The former Debenhams site at Meadowhall, spanning 100,000 sq ft, finds new life after standing vacant since 2021.
- Frasers introduces a dual-level shopping experience, with Frasers concept store on the lower floor and Sports Direct on the upper floor.
- This significant transformation represents a £10m investment by Frasers Group, aiming to attract diverse consumer demographics.
- Sports Direct features an extensive range of sportswear and interactive tools, reshaping the shopping experience for Sheffield’s consumers.
The east end of Sheffield’s Meadowhall shopping center, which previously housed Debenhams, is experiencing a transformative revival. After closing in 2021, the 100,000 sq ft retail space is now occupied by Frasers Group’s largest combined Sports Direct and Frasers store, marking a significant milestone in their retail expansion efforts.
Frasers Group has dedicated over £10m to rejuvenate this sprawling space, with a vision to cater to a wide audience. On the lower floor, the Frasers concept store offers an array of premium brands such as Boss, Diesel, Ganni, Levi’s, and Calvin Klein, alongside a diverse selection of homeware, childrenswear, and beauty products. A highlight is the expansive footwear department, featuring popular labels including Veja, Ugg, and Timberland.
The new store also houses a Pret-a-Manger café, adding a unique blend of retail and dining under one roof. According to David Epstein, managing director of Premium and Luxury at Frasers Group, this innovative retail concept aims to embrace a broader audience, differing from nearby Flannels, which focuses on luxury goods from Prada and Gucci.
Customers can easily transition to the upper floor via an escalator to access the new Sports Direct outlet. Covering 55,000 sq ft, this space provides a comprehensive range of sportswear from renowned brands like Nike and Adidas, categorized into ‘running’, ‘training’, ‘outdoor’, and ‘football’. The interactive elements, including a bike workshop and sports gear customization stations, offer an engaging shopping experience.
Frasers Group’s decision to relocate and expand Sports Direct from its original Meadowhall site signifies their commitment to innovation in retail. With the creation of 150 new jobs, alongside transferring existing staff, this launch not only revitalizes the Meadowhall shopping landscape but also underscores the company’s strategic growth initiatives.
The opening of Frasers and Sports Direct at Meadowhall represents a forward-thinking approach to retail, blending traditional shopping with modern innovation.
