New Sports Direct could open in Cambridge despite two others being less than 10 minutes away

It would be located at a site of an existing supermarket

A new Sports Direct store could open in Cambridge despite two others being just a few minutes away. Frasers Group PLC has submitted an application to Cambridge City Council asking for permission to rebrand a store on Cheddars Lane.

The site contains a Tesco supermarket and the application has sought permission for an allocated area to open a separate Sports Direct store at one end of the existing building. The company, Frasers Group, is the owner of the sports fashion chain Sports Direct.

The proposals include the installation of illuminated and non-illuminated signage to the front and side of the unit, rebranding as a Sports Direct store. Planning documents indicate the new signage would display the brand Sports Direct, if plans are approved.

The major retailer already operates two stores in Cambridge, with one in a shopping centre and one on a busy street. The store in Lion Yard shopping centre is around eight minutes away by driving and the Cambridge SD store on Fitzroy Street is around seven minutes away or less than a 20-minute walk away.

Sports Direct claims to be the biggest sports retailer in the UK, offering clothing, footwear and equipment from various fashion and sports brands such as Adidas, Nike, Converse, Lee Cooper and Sketchers.