Frasers unveils first look at Wolverhampton multi-brand flagship

Mike Ashley’s Frasers Group is preparing to open a 60,000 sq ft concept at a former Debenhams department store in Wolverhampton, including a new 34,000 sq ft premium Frasers department store format. The location, at the Mander Centre, will be the first to feature all of the group’s fascias. These include Sports Direct, Flannels, Evans Cycles, USC and Game. The 34,000 sq ft Frasers store will open on 12 April, when lockdown restrictions are set to ease. It will stock more than 120 beauty, fashion, lifestyle, kids and home brands, and include a restaurant offering. It will also feature a beauty section called the “Trend Marketplace”, including a “fragrance library” and skincare “hydration bar”. The store was designed by Argent Architects. The retailer said it has made a “multi-million” investment in transforming the former Debenhams building. Frasers will sit at the heart of the property, while the Flannels and Sports Direct stores will have separate entrances. Michael Murray, head of elevation at Frasers Group, said: “This is a pivotal moment for the group as we open our first multi-fascia destination to feature a Frasers store. We are committed to raising the bar for retail and delivering aspirational stores with a focus on experience, brands and service; and Frasers Wolverhampton demonstrates our dedication to, and our vision for, the brand’s future. “Not only are we opening brand-new flagship stores in some of the UK’s biggest cities, but we are also investing in elevated propositions in smaller towns like Wolverhampton, setting the benchmark for regional retail and demonstrating the ambition and scale of our strategy.” Ian Brookfield, leader of City of Wolverhampton Council, said: “It shows how our city is agile in responding to the difficult challenges that city centres up and down the country are facing, especially during the pandemic. It also illustrates that confidence to invest in Wolverhampton remains high and will help us significantly improve the wider offer as we continue to develop ways to reimagine and reinvent our city centre. Most importantly it keeps jobs in the city.” Frasers had previously signed for 94,000 sq ft at the location, owned by Benson Elliot, in 2019. To send feedback, e-mail pui-guan.man@egi.co.uk or tweet @PuiGuanM or @estatesgazette Photography by Joas Souza