Frasers Group is set to unveil its largest combined Frasers and Sports Direct store at Meadowhall.
- The location, formerly a Debenhams, has been transformed into a 100,000 sq ft retail space.
- Frasers targets a wide demographic with premium brands, homeware, and a Pret-a-Manger café.
- Sports Direct on the upper floor offers a diverse sportswear range and innovative features.
- Over 230 jobs have been created or transferred to support this major retail venture.
The new Frasers and Sports Direct store at Meadowhall is a significant development by the Frasers Group, marking its largest combined retail space to date. The location occupies the former Debenhams site at Sheffield’s Meadowhall shopping centre, which had been closed since 2021 due to the retailer’s UK business closure. The revamped space consists of a 45,000 sq ft Frasers store on the lower floor and a 55,000 sq ft Sports Direct on the top floor, a transformation that cost over £10 million.
Frasers aims to appeal to a broad audience with its wide array of premium fashion brands such as Boss, Diesel, and Ganni. It also offers denim from Levi’s and Calvin Klein, as well as streetwear from CP Company. Homeware collections are available from Frasers Group’s Sofa.com, complemented by sections for childrenswear and beauty. Notably, the store features the largest footwear department in the Frasers concept lineup, with brands like Veja, Ugg, Timberland, and the discontinued Adidas Yeezy line. Enhancing the shopping experience is the first in-store Pret-a-Manger café, aiming to attract a diverse customer base.
For sports enthusiasts, the Sports Direct store promises an extensive selection of sportswear, featuring globally recognized brands like Nike, Under Armour, Adidas, and Puma. Sports Direct’s space is categorised into running, training, outdoor, and football departments, with the latter contributing significantly to sales. The store includes innovative offerings such as an Evans Cycles bike workshop and interactive tools including a terrain tester for hiking footwear, a shoe size calculator, and a replica shirt customisation station.
During the transformation, 80 staff from the old Sports Direct store were relocated, with an additional 150 jobs created to support the expansion. This strategic move is part of Sports Direct’s elevation strategy, which has been ongoing since 2018, aiming to modernise and enhance the retail experience. With this opening, the Frasers Group strengthens its retail presence significantly in Sheffield, offering a refreshed destination for both fashion and sportswear shoppers.
In addition to the Meadowhall launch, Sports Direct plans further expansion with new stores in Liverpool and Dublin, set to open in autumn 2025. These developments are expected to be the last major flagships to undergo the retailer’s current elevation strategy within the UK and Ireland, although additional locations remain a future possibility.
The opening of Frasers and Sports Direct at Meadowhall signifies a major milestone in Frasers Group’s retail strategy, enhancing their presence with a modernised shopping experience.
