Sports Direct and USC to open at Flemingate this week

Tue 10th August 2021
Sports Direct

A new Sports Direct and USC store will open at Beverley’s Flemingate centre this week, bringing an array of top sportswear and fashion brands to the town.

Sports Direct, the UK’s leading sportswear and sports equipment retailer, and streetwear and fashion brand USC are coming together in a 10,000 sq ft unit at Flemingate.

The store will open on Thursday, August 12, as part of a series of openings of the jointly branded outlets by parent company Frasers Group, which has committed to a 10-year lease at Flemingate.

It is a further boost to the popular retail and leisure destination, which has recovered strongly from the Covid-19 lockdowns.

The new store will be the only major sportswear retailer in Beverley and the opening follows Team GB’s success at the Tokyo Olympics, which has stimulated interest and participation in sports of all kinds.

David Donkin, Property Director of Hull-based Wykeland Group, developer and owner of Flemingate, said: “This is great news for Flemingate and Beverley as a whole and builds on the centre’s strong performance in bouncing back from the pandemic.

“Sports Direct and USC have committed to a long-term lease and will bring an outstanding range of major high street sportswear, sports equipment and fashion brands to Flemingate.

“The arrival of Sports Direct and USC is also a major boost for all the other outlets at Flemingate, as it will be a big draw for shoppers and a major driver of footfall.”

“The timing could not be better, with so much excitement around the Olympic Games and interest in sport, health and wellbeing having never been higher.”

Sports Direct is home to the biggest brands in sportswear, sports equipment and fashion, including Nike, Adidas, Puma, Under Armour and Sketchers, and is recognised as the UK’s biggest and most successful sports store group. It specialises in affordable sports fashion, clothing and accessories for adults and children.

USC will offer premium branded denim, urban fashion, footwear and accessories, with brands including Calvin Klein, Champion, Converse, Guess, Levi’s, Lacoste, Boss, Tommy Hilfiger and Timberland.

The new store is in a unit previously occupied by fashion store Outfit, before it closed when parent company Arcadia went into administration. It will be open 9am-6pm Monday to Saturday, and 10am-4pm on Sundays, and has created around 25 full and part-time jobs.

Flemingate has enjoyed a busy trading period since the centre’s full line-up of shops, cafes, restaurants and bars were able to re-open. Footfall is already higher than pre-pandemic levels, with other recent new openings including a One Stop convenience store and Vintage & Co hair salon.

Wykeland also recently dedicated an 850 sq ft unit as a pop-up space to help start-up businesses and independent traders take their first step into physical retail.

Flemingate features a mix of leading national retail and leisure brands and local independents. It is also home to East Riding College’s Beverley campus, an 80-bed Premier Inn hotel and six-screen Parkway digital cinema.

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