‘Frasers effect’ - how a £5 million 'concept store' has transformed Dundee’s Overgate centre
“Frasers has found a sweet spot in the market when it comes to the fashion and sportswear brands people desire” – Malcolm Angus, centre manager
One of Scotland’s largest urban shopping centres has credited the “Frasers effect” for a sharp rise in trade.
A year on since the retailer opened for business in the former Debenhams site at Dundee’s Overgate Shopping Centre, bosses have hailed a 7 per cent rise in footfall and a 26 per cent uplift in sales. As of June, tenant occupancy at the mall was sitting at 90 per cent.
The Mike Ashley-owned department store opened last summer following an investment of more than £5 million. It came after Frasers Group acquired the Overgate in March 2023.
The 60,000-square-foot Frasers concept store spans three floors and also houses Sports Direct, USC and Game. It was strengthened with the opening of a new 5,000 sq ft Flannels store in December.
In addition, Frasers will be opening its Everlast concept gym in 2027 to further strengthen the leisure offer within Overgate and bring occupancy up to 96 per cent.
Malcolm Angus, centre manager for the Overgate, said: “The opening of Frasers has been a breath of fresh air for the centre and reflects Frasers Group’s continued investment in the high street. In the first year of opening footfall has increased 7 per cent and the centre looks and feels busier walking around.
“Sales have been strong and Frasers has found a sweet spot in the market when it comes to the fashion and sportswear brands people desire. Its arrival has been good for attracting new retailers to open in Overgate - but also for existing tenants too, many of whom have undertaken store extensions and refurbishments. The centre now has a strong retail mix and demand for units is high.”
Reflecting on the first anniversary of Frasers Dundee, Lauren Barrie, chief retail officer at Frasers Group, which recently bought Harvey Nichols from administration, said: “We are always looking for new and innovative ways to inspire our customers and create standout shopping experiences.
“Our Frasers concept store in Dundee does exactly that, bringing together sport, premium fashion, lifestyle and beauty under one roof. We are proud to be a part of shaping the future of Dundee’s retail landscape.”
Business leaders said the impact of the new store could be felt more generally across the city.
Dundee City Council leader Mark Flynn added: “I am impressed by the boost to the local economy that has been provided by Overgate in the last year through increased footfall and sales.
“The council and its partners are working hard to make Dundee city centre an attractive place to visit and to spend time in. This is not a short-term task, as our City Centre Strategic Investment Plan recognises with its ambitious 30-year goals.
“I am pleased to see that we are already making progress. As well as the changes at Overgate, this can be seen through projects like the transformation of Union Street into an attractive pedestrianised space.”
The Overgate spans some 440,000 sq ft. Other major names at the centre include Primark, Next, H&M and Footasylum.
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