20th November 2023
Today, Sovereign Centros announces that Frasers Group plc has opened the doors to a brand new multi-fascia store for Flannels, Sports Direct and Everlast Gyms in Metrocentre, Gateshead
  • New 50,000 sq ft Flannels flagship store including first ever Home section in a regional mall
  • Elevated 50,000 sq ft Sports Direct store to supercharge the performance of British retail with the world’s best sports and performance brands
  • Everlast Gyms opens a brand new 37,000 sq ft flagship, bringing fitness enthusiasts the UK’s largest hybrid gym

Frasers will occupy the former Debenham department store in Red Mall which has been repurposed by Sovereign Centros.

The modern and dynamic 50,000 sq ft Flannels store boasts an expansive new luxury fashion edit and a vast beauty playground, offering Metrocentre customers an unrivalled edit of beauty brands such as Creed, Tom Ford, and Dolce & Gabbana Beauty – which is making its bricks and mortar debut in Flannels.

Further, Flannels Metrocentre will be the first regional store to house its new Home offering, featuring the likes of Versace, Off-White, Assouline, Jonathan Adler, Pols Potten and more.

Spanning 50,000 sq ft, the Sports Direct store offers customers access to more brands from the Frasers Group’s ecosystem, including USC, Evans Cycles, and GAME. Everlast Gyms has also opened a 37,000 sq ft flagship, offering athletes the UK’s largest hybrid gym and a world-class fitness experience.

Sports Direct, the UK’s leading retailer of sports, brings an engaging retail destination to the North East with its Metrocentre store that boasts the world’s best sports and leisure brands, including Nike, Adidas, Puma, Under Armour, New Balance and Asics. This modern and innovative store offers specialist sporting areas for running, football, and outdoor, across men’s, women’s and kidswear, and brings Sports Direct’s market leading Running Concept to customers. First launched in Sports Direct’s Manchester flagship store, this concept provides the ultimate tools to help customers find the right product for their running journey.

Sports Direct Metrocentre offers several brands under one roof including:

  • USC: a dedicated area set out for trend-focused customers to explore and shop the most iconic premium lifestyle brands in one space – from authentic branded denim and urban fashion to accessories and footwear.
  • GAME: the leading games retailer provides extensive and expert knowledge to customers, offering the latest games, consoles, and accessories.
  • Evans Cycles: a unique space, offering market-leading selection of bikes, parts, accessories, and clothing

Accessible through Sports Direct, Everlast Gyms is opening its 10th elevated and largest hybrid gym to date. Everlast Gyms are the new trailblazers in the fitness industry, delivering a hybrid gym experience, combining the best elements of big box and boutique, and providing members with affordable memberships without compromising the quality of facilities or service.

Everlast Gyms Metrocentre offers a full-round immersive workout experience across 37,000 sq ft of space, and with an expansive portfolio of top of the range weight, cardio, resistance and functional equipment. The gym boasts specialised fitness areas, including a full size boxing ring, The 1910 Zone, all six of Everlast Gyms unique group training concepts – HAYMAKER, HUSTLE, CRANKED, BREATHE, BACKBONE, and the first APEX Arena, allowing members to improve strength, stamina and well- being.

With a focus on recovery, members can also access saunas, chill tubs, physio rooms, and an extensive Flavor Bar serving freshly made smoothies, coffees and other post-workout fuel.

Ben Cox of Sovereign Centros, Asset Director for Metrocentre, commented: “The addition of flagship stores for Flannels, Sports Direct and Everlast Gyms into the former Debenhams department store represents a major milestone in the centre’s asset strategy. The striking new shopfits and level of investment from the Frasers Group demonstrates the strength of the centre and its appeal as a leading shopping destination.

“Metrocentre is constantly evolving and so far this year we have welcomed 14 new brands and worked with 11 existing brands to refurbish / upsize their units, giving our shoppers over 310,000 sq ft of the best retail and leisure concepts.”

New store openings in 2023: Vanilla,VIP Nails & Beauty, Moda In Pelle, Rowen Homes, Skopes, Apricot, Fragrance, ShopStreet Taste, Treetop Golf, Collectables, Flying Tiger, Dreams, Sports Direct, Everlast Gyms.