Bracknell regeneration accelerates with addition of Sports Direct to The Lexicon – Retail Times


The Lexicon, the joint venture partnership between Schroder UK Real Estate Fund and Legal & General Capital, today announced that Frasers Group plc will invest 40,000 square feet in the program for its Sports Direct, USC, GAME and Evans Cycles brands.

Located on Princess Square – which has undergone a £ 30million refurbishment / redevelopment – the new brands will make their mark on the project as Bracknell town center transforms into a modern mixed-use destination continues. Signature facades will be introduced and a modern glazed facade will replace the existing brick facade to reinvigorate the building’s fascia and introduce a new walkway at one of the main entrances to the project.

The addition of Sports Direct and Evans Cycles will complete The Lexicon’s leisure offering, as it joins Pure Gym and Gymfinity, as well as other signings. These include Mediterranean restaurant chain The Real Greek and casual clothing retailer Crew Clothing, which recently took a combined 4,200 square feet of space into the program.

The next phase of the town’s redevelopment is set to begin this month with £ 950,000 in funding secured from the local business partnership Thames Valley Berkshire to pave the way for Deck’s much-anticipated development. The Deck will provide a new indoor public space that will contain new shops, bars, restaurants, leisure and entertainment facilities, to provide a vibrant destination and add to the cultural appeal of Bracknell while enhancing the city’s nightlife offerings.

The Lexicon successfully combines innovative retail, space creation and regeneration to improve both Bracknell’s day and night economy, with Sports Direct now joining a strong daytime retail offering while The Deck is poised to become the next big step in making downtown ‘the’ new regional place to be in the evening.

Harry Pickering, UK Retail Manager at Schroders, comments: “This is another important step in the regeneration of Bracknell which will help to further diversify the mix of local tenants, despite the austere conditions of the retail market in the past year due to Covid-19. However, since opening in 2018, The Lexicon has continued to challenge retail trends and continues to strengthen. Sports Direct’s latest signing, in addition to The Real Greek and Crew Clothing in November, and earlier deals with Hollywood Bowl and The Botanist for the upcoming development of The Deck, show the brands are tied to the popular downtown area then. that we plan to chart a course for recovery after the pandemic is over. “

James France, Head of Global Rental Properties at Frasers Group, comments: “This new location in Bracknell demonstrates the group’s confidence in our strategy to rise and our commitment to open upscale retail destinations across the UK. United. Our new multi-fascia lifestyle stores offer customers the best sports and lifestyle brands. The ongoing renovation of Princess Square and the addition of The Deck are real signals of intent from the developers on how they intend to respond to the wider Berkshire watershed, so we are delighted to ‘move into The Lexicon and participate in this exciting project. “

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