Frasers Group has formally opened the doorways to its newest idea retailer in Dundee, marking a brand new chapter within the group’s evolving bodily retail technique.
Positioned within the coronary heart of town’s Overgate Buying Centre, the 60,000 sq ft, three-storey retailer “reinvents the normal division retailer” format, merging sports activities, premium trend, way of life and sweetness beneath one roof – and creating over 80 new jobs within the course of.
Lauren Barrie, Head of Retail at Frasers Group, stated: “We’re at all times on the lookout for new and progressive methods to encourage our clients and create standout procuring experiences.
“Our new Frasers idea retailer in Dundee does precisely that, bringing collectively sport, premium trend, way of life and sweetness beneath one roof. We’re proud to be part of shaping the way forward for Dundee’s retail panorama with this thrilling new addition.”
Taking up the previous Debenhams unit, the Dundee retailer displays Frasers Group’s continued funding within the excessive road following its acquisition of Overgate Buying Centre in 2023.
The bottom ground is devoted to premium trend and way of life, the place buyers can browse curated menswear, womenswear and kidswear zones from labels together with Coach, BOSS, Barbour, C.P. Firm and UGG. A spotlight of the brand new retailer is the Denim Idea, a devoted house spotlighting iconic manufacturers together with Levi’s, Tommy Denims and Replay.
The Magnificence Corridor provides to the in-store expertise, providing an edit of make-up, skincare, haircare, grooming and wellness merchandise. Right here, buyers can uncover luxurious manufacturers akin to Charlotte Tilbury, Dior, Creed and Trinny London.
Taking up the primary and second flooring, Sports activities Direct delivers its mixture of efficiency and way of life providing. International manufacturers Nike, Adidas, Beneath Armour, Puma and The North Face sit alongside rising challenger manufacturers akin to On.
Inside the house, guests are inspired to expertise the Working Idea zone. This gives superior gait evaluation know-how to assist clients discover efficiency footwear tailor-made to their distinctive working model and foot construction.
The launch comes as Frasers Group’s Sports activities Direct faces scrutiny from shopper watchdog Which?, which has reported the retailer to the Competitors and Markets Authority (CMA). Which? claims Sports activities Direct could also be utilizing deceptive reference pricing, akin to RRPs and MSRPs, to indicate bigger reductions than could exist. In a overview of 160 merchandise, the group discovered that many listed RRPs couldn’t be verified exterior Frasers Group-owned channels.
