Yorkshire retail destination sports new look with addition of concept sportswear store

An East Yorkshire retail destination has welcomed a new sportswear and street fashion concept store.

Sports Direct and USC have come together under one roof at Beverley’s Flemingate Centre as part of their parent company’s ‘elevation strategy’ to bring an ‘exciting new look, feel, and experience’ to the high street.

Frasers Group, which owns Sports Direct and USC, has signed a 10-year lease at Flemingate in its drive to open new stores that the company has described as ‘premium retail destinations across the UK’. In the process, it has created 15 full and part time jobs.

Debbie Colville, store manager, said: “We’re really excited to open our new concept store at Flemingate. Beverley hasn’t had a dedicated sportswear store for some years, so we’re delighted to be able to bring our range of high-quality sports and fashion brands to the town.”

“We hope customers are as excited as we are about our opening, and we look forward to hearing their thoughts on the new store.”

David Donkin, property director of Wykeland Group, developer and owner of Flemingate, said: “We’re very excited to welcome two of the biggest names in UK retail and a host of leading sports, lifestyle and fashion brands to Flemingate.”

He continued: “Footfall has already been running ahead of pre-pandemic levels and we expect another big uplift from Sports Direct and USC, which will benefit all the stores, cafes, restaurants and bars across the centre.”

He finished on: “It’s great that Flemingate has been chosen as one of the first locations for Frasers Group’s new concept stores. The store looks absolutely fantastic and is going down a storm with shoppers.”

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