Frasers Group has announced plans to open a new Sports Direct flagship in the Arndale shopping center in Manchester city center. Sports Direct currently occupies 2,700 square meters on the lower first floor of the shopping center. Under a new 15-year lease, Sports Direct will move into the 5,440-square-meter space, spread over five floors. 4,650 square meters are dedicated retail space. The new flagship will carry a variety of brands, including USC, Evans Cycles and Game. There will also be a Belong Esports arena. It is scheduled to open in late 2022. Manchester will be the third flagship location, joining Birmingham and London. The group’s new strategy – expansion and investment into the store portfolio and flagship presence – will soon be led by new CEO Michael Murray, who is taking over from Mike Ashley on May 1.