Frasers Group’s ‘Elevation Strategy’ is in action again, this time with a major new Sports Direct flagship set to open early 2025 in Manchester’s Trafford Palazzo.

It’s going to measure 40,000 sq ft to become one of its leading sportswear destinations in the North West.

Peel Retail & Leisure, which owns the 350,000 sq ft Manchester shopping and leisure destination, said it has secured the latest signing to a long-term agreement.

Set across two floors and located at the entrance to the link bridge that connects to The Trafford Centre, Sports Direct Trafford will feature the world’s leading sports and leisure brands, as well as specialist sporting areas for running, football and outdoor across men’s, women’s and kidswear.

Alongside major brands including Nike, Adidas, Puma, and ASICS, it will also house more brands from Frasers Group’s own stable including USC, Game and Jack Wills.
 
Mark Whittaker, managing director at Peel Retail & Leisure, said: “This is a significant signing for Trafford Palazzo and a brand that continues to have real pull with consumers. Through a clear strategy of transforming Trafford Palazzo into a destination that delivers experiences as well as selective shopping, we have secured a unique mix of occupiers who are delivering flagship and new concept stores, which in turn is boosting our visitor numbers.”
 
He added: “Our vision is to attract best in class operators, and we have no doubt Sports Direct’s new concept will enhance and complement our offering in both the centre and the wider TraffordCity destination.”

Peel Retail & Leisure also said Trafford Palazzo benefits from annual footfall of five million and with new arrivals and additional experiential leisure offerings opening since it acquired the site, “footfall is growing annually and currently already up by 10% year-on-year”, it said.