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Sports Direct and USC team up to bring big sportswear and fashion brands to Flemingate

Sports Direct, the UK’s leading sportswear and sports equipment retailer, and the USC streetwear and fashion brand are coming together under one roof in this unit at the Flemingate centre in Beverley.

Sports Direct and USC are bringing a winning line-up of sportswear and fashion brands to Beverley’s Flemingate centre.

The UK’s leading sportswear and sports equipment retailer and the USC streetwear and fashion brand are to come together under one roof at Flemingate in one of the latest openings by parent company Frasers Group.

Sports Direct and USC will occupy a 10,000 sq ft unit, one of the largest at the popular East Yorkshire retail and leisure destination.

Home to the biggest brands in sportswear, sports equipment and fashion, including Nike, Adidas, Puma, Under Armour and Sketchers, Sports Direct is recognised as the UK’s biggest and most successful sports store group.


Sports Direct specialises in affordable sports fashion, clothing and accessories for adults and children and will be the only major sports retailer in Beverley.

USC will offer premium branded denim, urban fashion, footwear and accessories, with brands such as Calvin Klein, Champion, Converse, Guess, Levi’s, Lacoste, Boss, Tommy Hilfiger and Timberland.

Work to fit out the unit out is due to begin later this month, with the store expected to open in August.

David Donkin, Property Director of Hull-based Wykeland Group, developer and owner of Flemingate, said: “We’re delighted Sports Direct and USC are coming to Flemingate. Their commitment to a long-term lease is a major vote of confidence in both Flemingate and Beverley as a retail location.

“With the range of big name sportswear, fashion and sports equipment brands they offer, Sports Direct and USC will be very welcome additions to Flemingate and a big draw for shoppers.

“We are very pleased by how Flemingate has bounced back following the re-opening. Flemingate’s footfall is well ahead of the numbers before the pandemic and is growing week on week.

“The arrival of Sports Direct and USC will give those figures a further boost and provide yet more reasons to visit the centre.”

The new store will be the latest in a series of recent openings at Flemingate, despite the challenges caused by the Covid pandemic and the changing retail landscape.

Vintage & Co hair salon launched at Flemingate in April, offering a bespoke hair and beauty experience for customers and creating more than 20 jobs, while a One Stop convenience store opened in February, providing a valuable service to local residents and visitors to the centre.

The unit Sports Direct and USC are taking was previously occupied by fashion store Outfit, which closed after parent company Arcadia went into administration.

Flemingate has enjoyed a busy trading period since customers were able to return in April when non-essential shops, gyms, salons, and bars and restaurants with outdoor space re-opened following lockdown.

The centre features a mix of leading national retail and leisure brands and local independents. It is also home to East Riding College’s Beverley campus, an 80-bed Premier Inn hotel and six-screen Parkway digital cinema.

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