Britain’s Frasers Group, formerly Sports Direct International, opened its first multi-brand store on Oct. 31. The initiative stems from Frasers’ “elevation programme,” under the leadership of Michael Murray. The 51,000-square-foot premises are located at the Cascades Shopping Centre in the British city of Portsmouth and feature products from the Frasers brands Sports Direct, USC, Evans Cycle and Game Digital – in addition to such third-party players as Nike, Adidas, Under Armour, Asics and Puma – with distinct sections for running, football and outdoor. The Sports Direct section has a sustainability wall for green-themed products. The USC streetwear and fashion unit includes products from Converse, Champion, Levi’s, Hilfiger Denim, Lacoste and Calvin Klein. Evans offers bicycles, parts, accessories and clothing, while Game offers its selection of videogames alongside a 24-seat Belong Gaming Arena, now home to the Portsmouth Pirates e-sports team. Frasers is expanding elsewhere as well. Its fashion retail chain, Flannels, recently opened a store in Birmingham, with plans to open another two by the end of the year and another 15 in 2021.