Frasers Group, the parent company of Sports Direct, is “exploring options” for a new Sports Direct site, the BBC website has reported. The move would be part of a long-term plan for a massive development on the edge of Coventry, West Midlands, that Frasers has recently outlined, allowing the group to establish a new global headquarters and distribution hub there. Frasers is also the parent company of House of Frasers, Evan Cycles, USC and other brands. Sports Direct is currently headquartered in Shirebrook, Derbyshire. The Shirebrook site was sold by Frasers in 2019 but leased to the sporting goods retailer until 2034. According to the planning documents sent to Rugby Borough Council, the construction of the new West Midlands base could be complete by 2029, subject to planning permission being granted.

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