Sports Direct to open sports and fashion emporium in Portsmouth

By

Barbara Santamaria

Published
Nov 11, 2019

Sports Direct has taken 50,000 sq ft of trading space at Cascades shopping centre in Portsmouth for its namesake, Flannels and USC brands.

Split across two floors, the stores are due to open in spring 2020. The Sports Direct shop will embody the retailer’s ambition to be ‘the home of sports’ with an elevated store design and a line-up of major brands including Nike, Adidas, Under Armour, Asics and Puma. The site will also incorporate dedicated floorspace for USC, which sells labels including Levi’s, Lacoste and Calvin Klein.

Meanwhile, a more upmarket offering will be available in the new Flannels store. The high-end retail concept, which strengthened its luxury credentials with the opening of a massive flagship store on London's Oxford Street earlier this year, sells everything from Armani and Givenchy to Moschino, Stone Island and Supreme.

Commenting on the new stores, a Sports Direct spokesperson said: “This is a major part of Sports Direct’s brand elevation strategy that will see a huge investment in a number of new stores, while upgrading and improving existing ones across the UK.  

“This is the strategic vision of the business as it aims to meet the demands of an ever more sophisticated consumer who is increasingly looking for not only good value, but an enhanced shopping experience.”

Andrew Philip, Centre Manager at Cascades, said: “We’re delighted to be welcoming Sports Direct’s attractive portfolio into the shopping centre. They are a huge brand, and we know that our local shoppers will be pleased to see many top clothing brands, including its Flannels range, introduced when they open in 2020.

The Cascades recently celebrated its 30th anniversary and this month it will unveil a revitalised breakthrough area on the ground floor.