Frasers has opened a new concept store in Norwich, demonstrating the group’s “commitment to physical retail in the UK, as well as the continued growth of Frasers”.
The new store, located at Chantry Place shopping centre in Norwich, spreads across 100,000 sq ft and includes Frasers, Sports Direct, Frasers’ own brand of premium sportswear USC, Evans Cycles, Game and e-sports gaming arena Belong.
This is Frasers’ ninth store in the new format, which is designed to give customers an enhanced experience.
The store is divided into a premium beauty hall and a Frasers home section on the ground floor housing third-party brands including Chanel, Dior, Rituals and Sofa.com.
This is followed by a premium section on the first floor, housing brands such as USC, Boss, Barbour, Ralph Lauren and Coach and Sports Direct, Game, Evans Cycles and Belong on the third floor.
The retailer said the new store demonstrates the group’s commitment to physical retail in the UK as it implements chief executive Michael Murray’s elevation strategy across all its stores.
Lauren Barrie, group head of retail, luxury and premium, said: “We’re proud to be opening the doors to our latest Frasers concept store in Norwich, providing customers with an engaging retail space to meet, shop and explore in the heart of Norwich.”
Paul McCarthy, general manager of Chantry Place, said: “We are so excited for our visitors to see the new Frasers store. The design looks incredible and we know that customers will love the impressive range of clothing, shoes, home, beauty, sports and accessories.
“The new Sports Direct store located within features USC, Evans Cycles, Game and Belong, providing lots of choice, and bringing exciting and fresh brands to our visitors.”
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