Sports retail giant, Frasers Group, has opened a new flagship Sports Direct store in Manchester, providing sports enthusiasts with a modern and engaging retail experience. The multi-million-pound investment has transformed the Arndale Centre space, one of the city’s main shopping destinations, into a five-floor retail destination with dedicated areas for football, running, specialist sports, men’s, women’s, and kids’ wear.

The store features interactive experiences and curated activation spaces, including a golf putting green, running gait analysis, Jordan basketball performance challenge, and a dedicated bra studio. Spearheaded by Chief Executive, Michael Murray, the flagship strategy aims to offer consumers unparalleled product choice and world-class experiences.


Murray emphasized the significance of the new store in Frasers Group’s strategic growth plans, stating that it is a crucial step towards becoming the leading sports retailer in EMEA. He further underlined the Group’s commitment to delivering elevated retail destinations that offer top brands, product innovations, and unparalleled customer experiences.

“Our third Sports Direct flagship, marks another step towards our strategic goal to become the number one sports retailer in EMEA. Each new store opening is pivotal to the next phase of growth for the Group, as we continue to bring the very best brands, environment, product innovations, and experiences to the high street. Manchester is a significant location for the Group, and we’re excited to be opening our next flagship in the city.” Michael Murray

The Manchester flagship is the third Sports Direct flagship store and a significant milestone in the Group’s expansion plans. The new store is expected to strengthen the Group’s position as one of the top destinations for sports enthusiasts in the UK and Europe. Murray expressed his excitement about the opening, particularly as Manchester is a significant location for the Group.