Frasers Group’s plan to create an upscale chain of department stores called Frasers may have seemed to take a back seat to its Flannels chain expansion, but it’s still very much a major project for the firm.

And its latest branch has just opened in Norwich, located in Chantry Place, it covers 100,000 sq ft with the company saying the investment demonstrates its “commitment to physical retail in the UK, as well as the continued growth of Frasers”.

The store takes advantage of the vast portfolio of brands the group owns (as well as those in which it has major investments) and includes Sports Direct, USC, Evans Cycles, Game and Belong. 

The company said it’s “focusing on experience, brands, and service [and] this next-generation store will provide the Norwich community with access to the world’s most aspirational premium, lifestyle and sports brands”. 

There’s “an unrivalled range of premium clothing and accessories across men’s, women’s, junior, beauty and homeware” with the store designed as an “aspirational space to explore and shop”.

In ready-to-wear, labels stocked include Boss (Frasers is a major investor in Hugo Boss), Barbour, Levi’s and Ralph Lauren, and contemporary names like Coach, Diesel and Ganni

Plus there’s a “modern and expansive beauty playground”, featuring big names such as Creed, Chanel, Dior and Estée Lauder

There’s also a new homewares concept, Frasers House, “offering a unique range of specialist and leading homeware brands”. Alongside Frasers House, offers a contemporary furniture range. 

One of the group’s biggest chains is Sports Direct and that has also opened its latest retail destination within Frasers Norwich. Spanning 65,000 sq ft, it means the new combined store space also stocks key labels such as Nike, Adidas, Puma and Asics.

The Sports Direct Norwich store has specialist areas for running, football, and outdoor, across men’s, women’s and kidswear. It also features Sports Direct’s Running Concept, first launched in its Manchester flagship.

The first Frasers concept branch opened in Wolverhampton in 2021 and the company has opened other Frasers stores in Derby, Newbridge, Telford, Cork and more since then. Further stores are set to open in the coming months as the group continues to be one of the biggest investors in new store spaces across the entire UK retail sector

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