Mike Ashley’s Frasers Group is planning an upmarket mega-store with a wide area dedicated to its Flannels brand and an esports gaming arena.
The group is launching a 90,000 sq ft site at Fosse Park, just south of Leicester, which it said will be split between Flannels and Sports Direct.
It will also include Evans cycles and an area for computer games events, under the Game brand.
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It plans to open the new store concept next year at a cost of more than £15 million. It will create up to 200 jobs.
The news comes a year after Debenhams pulled out of plans to build a new store at Fosse Park.
That troubled department store chain originally wanted to spend millions on a new anchor store at a big extension to the shopping centre currently going up.
It had been in talks with Fosse Park’s owners to try and salvage the plans after going into administration in April, 2019.
Michael Murray, who heads up a division of Frasers Group, said Flannels – which sells up-market sports and fashionwear – will occupy 50,000 sq ft of the property that the group plans to lease under a 15 year deal.
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That will be under a new concept, with more details being revealed next month.
The remaining 40,000 sq ft will be occupied by Sports Direct.
It will be Frasers Group’s first regional flagship store to be agreed post-Covid-19.
Work recently resumed on a £168 million, 140,000-sq ft extension to Fosse Park shopping centre, which is next to junction 21 of the M1.
There had been a temporary closure of the construction site to review and adjust to the impacts of Covid-19.
Mike Bell, senior asset manager at Fosse Park co-owner The Crown Estate said: “This letting marks another milestone in the transformation of Fosse Park and we are pleased to be welcoming Fraser’s to the centre. “The new store will further both our retail and leisure offering and will make a fantastic addition for our shoppers.
“We are now working closely with Blaby District Council and Fraser’s to finalise details and hope to share more information shortly.”
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Mr Murray said the Sports Direct part of the store will also include streetwear concept USC, a new bike department by Evans and the Game esports gaming arena.
He said: “I’m proud to be in a position to bring positive news in what has been a tough six months for retail.
“This announcement shows our commitment and confidence in our elevation strategy.
“Now more than ever, we must continue to push boundaries and innovate to stay relevant.”
James Keany is executive director of retail at CBRE, which is involved in the plans.
He said: “This multi fascia site will transform physical retailing.
“This is another exciting new store that Frasers Group are creating which will open in 2021.”
According to The Times Mr Murray said the new development signalled a “change in direction”, with the company was “getting behind Flannels”.
There are 40 Flannels outlets in Britain, including a new one in Leicester city centre, but Mr Murray said there were ambitions for Fosse Park to be one of many regional stores that would continue the parent group’s “elevation strategy” to go upmarket.