Frasers Group plc has unveiled its latest Sports Direct store at Trafford Palazzo in Manchester. The new location spans 30,000 sq. ft over two floors and reflects Sports Direct’s mission to serve the athlete with the best kit their money can buy.
Situated in one of the UK’s most dynamic cities, Sports Direct Trafford Palazzo showcases the world’s leading sports and lifestyle brands. Shoppers can explore the latest in sports and leisurewear from top global names like Nike, Adidas, Puma, Under Armour, New Balance, ASICS, Skechers and Jordan. With dedicated areas set out for various sports categories and options for men, women, and kids, the store caters to a wide range of sporting needs and styles.
From start to finish, Sports Direct delivers an unmatched customer journey where customers will experience cutting-edge technology and interactive shopping at its best. Sports Direct’s renowned Outdoor and Running concepts provide an engaging and educational experience, allowing customers to test products in a dynamic, hands-on environment. These dedicated areas feature specialist brands to further elevate the offering, such as On Running, Brooks and Saucony in the Run category and The North Face and Columbia in Outdoors.
The store also integrates brands from Frasers Group’s ecosystem, including GAME and USC, offering a seamless shopping experience all under one roof and highlighting the strength of the Group’s interconnected brand network. USC houses trend-focused, lifestyle apparel and footwear, featuring an impressive selection from iconic brands such as Lacoste, Barbour International, HUGO, UGG, Levis, Steve Madden and more.
Commenting on the opening, Lauren Barrie, Group Head of Retail at Frasers Group, said: “The opening of Sports Direct at Trafford Palazzo underscores our commitment to bring customers the best sports retail experience. As part of our ongoing Elevation Strategy, we’re opening impactful stores that showcase our global brand partners and deliver personalised, immersive shopping experiences. Designed with our customers in mind, experiential destinations like Trafford Palazzo help us lead in sports retail.”
Mark Whittaker, Managing Director at Peel Retail and Leisure, said
“The opening of Sports Direct at Trafford Palazzo is a pivotal moment for us, as we welcome another nationally recognised brand to our portfolio. Attracting 5 million people annually and sitting in the heart of TraffordCity, which will soon welcome exceptional attractions to the region such as Therme, Trafford Palazzo continues to set the standard for destinations, offering a unique mixture of immersive shopping and concept leisure experiences. We’re thrilled to welcome Sports Direct to our vibrant venue as we continue to respond to our customers’ needs for access to the best brands and shopping experiences.”
This store follows the opening of Sports Direct’s Manchester Arndale flagship in March 2023, demonstrating Frasers Group’s confidence in Greater Manchester. Sports Direct Trafford Palazzo has created 80 new job opportunities, reinforcing the Group’s dedication to supporting local communities.
