Frasers Group unveils Dundee concept store with 'standout' Beauty Hall

Frasers Group has opened the doors to its latest concept store in Dundee, with beauty taking centre stage on its ground floor. The new retail format is designed to "reimagine the traditional department store".

Located in the city’s Overgate Shopping Centre, the 60,000 sq ft, three-storey flagship brings together premium fashion, sports, lifestyle and a standout Beauty Hall, all under one roof. The move is part of Frasers Group’s wider strategy to reinvigorate the high street through high-impact, experience-led retail spaces.

Lauren Barrie, Head of Retail at Frasers Group, said: "We’re always looking for new and innovative ways to inspire our customers and create standout shopping experiences. Our new Frasers concept store in Dundee does exactly that, bringing together sport, premium fashion, lifestyle and beauty under one roof. We’re proud to be a part of shaping the future of Dundee’s retail landscape with this exciting new addition."

At the heart of the store's first floor is an elevated Beauty Hall. The space offers an expertly curated selection of skincare, makeup, wellness, grooming and haircare products, with iconic names like Charlotte Tilbury, Dior Beauty, Creed, and Trinny London - the latter making its debut appearance at Frasers.

The launch also sees Frasers Group continuing its investment in physical retail, having acquired the Overgate Shopping Centre in 2023. The new concept takes over the former Debenhams unit, marking a new chapter in Dundee’s retail revitalisation and creating over 80 jobs in the process.

The ground floor is also dedicated to premium fashion and lifestyle, where shoppers can browse curated menswear, womenswear and kidswear zones from labels including Coach, BOSS, Barbour, C.P. Company and UGG. A highlight of the new store is the Denim Concept, a dedicated space spotlighting iconic brands including Levi’s, Tommy Jeans and Replay.

Taking over the first and second floors, Sports Direct delivers its mix of performance and lifestyle offerings. Global brands Nike, Adidas, Under Armour, Puma and The North Face sit alongside emerging challenger brands such as On.

Within the space, visitors are encouraged to experience the Running Concept zone. This offers advanced gait analysis technology to help customers find performance footwear tailored to their unique running style and foot structure.