Frasers Group has opened a concept store in the Dundee shopping centre, Overgate, that it acquired two years ago. The new store blends sports, premium fashion, lifestyle and beauty under one roof and is located in the former Debenhams unit at the centre.
Debenhams closed its remaining stores four years ago when its acquisition by Boohoo took it online-only. That left a large number of big spaces empty in malls and on high streets across the UK. Some of them have been split up and others changed to different uses than retail. But finding single tenants to take over such spaces has been tough for some landlords given the general contraction of the UK department stores sector.
Frasers though, with its established department stores chain, its ownership of multiple other brands and its expansion into shopping centre ownership has perhaps a unique advantage when it comes to filling such spaces.
And it’s doing so in style with the new 60,000 sq ft store spanning three floors and as well as fashion and beauty also housing its Sports Direct, USC, and Game chains.
The company has revamped the space and created over 80 new jobs. The store features the more premium Frasers department store on the ground floor with the group saying it “reimagines the traditional department store with a fresh, vibrant atmosphere. Dedicated zones for menswear, womenswear, and kidswear bring together a premium selection of sought-after brands”.
These include Coach, Boss (owned by Hugo Boss in which Frasers has a sizeable minority stake), Barbour, CP Company, and Ugg.
The company said the wide range of “high-quality premium fashion options” offers something “for all ages”. And a new addition for the company is the “elevated” Denim Concept, a “dedicated space spotlighting the latest trends and innovations in premium denim”, from brands including Levi’s, Tommy Jeans, and Replay.
The Beauty Hall, as would be expected, focuses on make-up, skincare, wellness, haircare, and grooming. It features a curated selection of luxury and cult favourites from Charlotte Tilbury, Dior Beauty, Creed, and Trinny London — marking its Frasers debut.
Reflecting the importance of sports clothing for both the fitness and everyday shopper, Sports Direct anchors the first and second floors. It carries brands including Adidas, Nike, Under Armour, Puma, New Balance, Asics, Skechers and The North Face, as well in-demand challenger brands like On. The store also houses Sports Direct’s Running Concept, which uses advanced gait analysis technology to help customers find footwear for their unique running style and foot structure.
The Sports Direct part of the store also showcases a curated mix of Frasers Group’s own specialist brands such as the USA Pro women’s activewear offering, and Everlast and Slazenger serving boxing and sports shoppers.
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