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Exciting concept store opens at Flemingate creating 15 full and part-time jobs



An exciting new sportswear and street fashion concept store has opened to shoppers at Beverley’s Flemingate centre.

The store brings Sports Direct, the UK’s leading sportswear and sports equipment retailer, and streetwear and fashion brand USC together at the busy East Yorkshire retail and leisure destination.

The new store is the biggest retail arrival in Beverley for years and is among a series of new multi-brand openings by retail powerhouse Frasers Group plc, owner of Sports Direct and USC, under the company’s “elevation strategy” to bring an exciting new look, feel and experience to the high street.

Frasers Group has committed to a 10-year lease at Flemingate as part of its drive to open new stores in what the company has described as “premium retail destinations across the UK”.

The arrival of Sports Direct and USC brings the very best sports and lifestyle brands to consumers under one roof in a store designed as an agile retail space that can react rapidly to the ever-changing retail environment. 

David Donkin, Property Director of Hull-based Wykeland Group, developer and owner of Flemingate, said: “We’re very excited to welcome two of the biggest names in UK retail and a host of leading sports, lifestyle and fashion brands to Flemingate.

Photograph: Richard Addison.

“It’s fantastic news for local shoppers, as the new store brings to Beverley many brands that were not previously available in Beverley, and will also draw customers from much further afield. 

“Footfall has already been running ahead of pre-pandemic levels and we expect another big uplift from Sports Direct and USC, which will benefit all the stores, cafes, restaurants and bars across the centre.

“It’s great that Flemingate has been chosen as one of the first locations for Frasers Group’s new concept stores. The store looks absolutely fantastic and is going down a storm with shoppers.”

Store Manager Debbie Colville said: “We’re really excited to open our new concept store at Flemingate. Beverley hasn’t had a dedicated sportswear store for some years so we’re delighted to be able to bring our range of high-quality sports and fashion brands to the town. 

“We hope customers are as excited as we are about our opening and we look forward to hearing their thoughts on the new store.”

Photograph: Richard Addison.

One of the first shoppers through the doors, Heather Hughes, said: “I think it’s brilliant and a really good addition to Flemingate. I’m shopping today for school shoes for my son and I’m very impressed. The store is really well presented and it’s full of brands to suit all ages.”

Sports Direct is home to the biggest brands in sportswear, sports equipment and fashion, including Nike, Adidas, Puma, Under Armour and Sketchers, and specialises in affordable sports fashion, clothing and accessories for adults and children.

USC has been described as the ultimate “house of brands” for premium branded denim, urban fashion, footwear and accessories, with brands including C.P. Company, Boss, Jack Wills, Calvin Klein, Armani Exchange, Levi’s, Timberland and Tommy Hilfiger.

The new 10,000 sq ft store is open 9am-6pm Monday to Saturday and 10am-4pm on Sundays and has created around 15 full and part-time jobs.

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