Frasers Group has opened the doors to its latest Frasers store in Fremlin Walk Shopping Centre in the heart of Maidstone, Kent.

Frasers Group said its latest signature department store highlights the firm’s “dedication to supporting and investing in regional communities” and “sets a new standard for retail”, it offers  consumers a curated mix of premium, lifestyle, and sports brands.

Set across two floors, the 70,000 sq ft concept store includes its Sports Direct, Jack Wills, USC, Evans Cycles, GAME and Sofa.com, creating over 40 new jobs. Sports Direct alone section spans 35,000 sq ft and the company’s upscale Flannels multibrand space totals 5,000 sq ft.

Last month, it also opened a 100,000 sq ft department store in Sheffield’s Meadowhall Shopping Centre. 

This latest “next-generation” store also features ready-to-wear collections from a comprehensive mix of premium and lifestyle brands across men’s, women’s, and kidswear, such as Lauren by Ralph Lauren, Barbour International, BOSS, Tommy Hilfiger, New Balance, and UGG.

And Flannels features a curated selection of men’s, women’s, and junior luxury designer clothing and accessories “from some of the most coveted luxury names in fashion”.

The accessories hall also features Marc Jacobs, Coach, and Tory Burch, “offering a curation of both trend-setting and timeless accessories”.

Meanwhile, the store’s Beauty Edit features an ever-changing roster of emerging and established beauty brands across skincare, make-up, fragrance, beauty tools, and accessories from Estée Lauder, Clarins and Clinique to fragrances from Creed, Dior and Tom Ford.

Lauren Barrie, Group Head of Luxury and Premium at Frasers Group said: “We’re continuing to reinvent retail as we offer regional communities access to some of the best premium brands on the market, and create engaging retail spaces to meet, shop, and explore.”