Evans Cycles store to be found in Sports Direct Birmingham flagship

Sports Direct is to bring its portfolio of businesses under one roof with a new flagship Birmingham branch. The second city ‘flagship’ follows an earlier Oxford Street (London) investment that tested the proposition of bringing the group’s brands under one roof.

The £10 million investment will include a new Evans Cycles, USC, Game and Belong eSports Arena. The Evans will be equipped with a full service workshop, as well as a range of bikes, parts and accessories.

Michael Murray, Chief Executive of Frasers Group, continues to be at the forefront of the brand’s monumental transformation and has been leading the development of Sports Direct’s strategy.

Speaking of the opening, Michael says: “As Sports Direct continues to evolve and expand, we’re excited to be opening our second flagship store in Birmingham. As one of the largest cities in the UK, Birmingham follows our first flagship in London and brings with it a significant investment into the city, alongside an unrivalled offering of sports and fashion under one roof.

“Sports starts at Sports Direct; and as the leading destination for sports and lifestyle, we work collaboratively alongside our brand partners such as Nike for Sports Direct and CP Company for USC, to inspire our consumers with the best product choices and experiences through our flagship stores.”

The additional Evans Cycles presence comes on the back of a string of recent openings in Aberdeen, Burton-on-Trent and Cheetham Hill.

It is expected that Manchester is likely to be the next destination for a similar multi-store concept and that branch could open later this year.

The Frasers Group recently appointed cycling industry veteran Russell Merry as its new Director for Cycling.