What: Frasers Group opens a 60,000 sq ft multi-brand concept store in Dundee's Overgate Centre, transforming a former Debenhams space into a premium retail destination combining sports, fashion, and beauty.

Why it is important: This development illustrates Frasers Group's successful model of combining premium brands with sports retail, proving the viability of large-format stores in an era of department store decline.

Frasers Group has unveiled its latest retail concept in Dundee's Overgate Centre, transforming a former Debenhams unit into a dynamic three-floor retail destination. The 60,000 sq ft space showcases the group's ability to blend diverse retail categories under one roof, creating a premium shopping experience. The ground floor houses the Frasers department store, featuring dedicated zones for menswear, womenswear, and kidswear, with prestigious brands including Coach, Boss, Barbour, and CP Company. A notable addition is the elevated Denim Concept space, showcasing premium denim brands like Levi's and Tommy Jeans. The Beauty Hall offers a curated selection of luxury brands, including the Frasers debut of Trinny London. Sports Direct anchors the first and second floors, featuring major athletic brands and specialist offerings like the Running Concept with advanced gait analysis technology. The development has generated over 80 new jobs, demonstrating the group's commitment to local economic growth while reimagining traditional retail spaces.

IADS Notes: The opening of Frasers' concept store in Dundee's Overgate Centre represents the latest milestone in the group's aggressive retail transformation strategy. In October 2024, the company demonstrated its commitment to physical retail by acquiring over 1 million sq ft of space across three strategic locations, including Princesshay in Exeter and the Olympus Centre in Quedgeley. This expansion follows the successful launch of their 70,000 sq ft multi-brand store in Maidstone's Fremlin Walk in September 2024, which established a blueprint for their department store evolution. The strategy aligns with their August 2024 rebranding of House of Fraser's digital presence to Frasers, marking a decisive shift towards a premium retail concept that combines sports, fashion, and beauty under one roof. This systematic approach to repurposing former department store spaces while creating significant local employment opportunities demonstrates Frasers Group's role in revitalising British retail destinations.

Frasers Group opens new store in former Debenhams