16 February 2021

Bracknell regeneration picks up pace with the addition of Sports Direct to the Lexicon

The Lexicon, the joint venture partnership between Legal & General Capital and Schroder UK Real Estate Fund, has announced that Frasers Group plc will be taking 40,000 sq ft at the scheme for its Sports Direct, USC, GAME and Evans Cycles brands.


Located within Princess Square – which has undergone a £30m refurbishment – the new brands will be making their mark on the scheme as part of the continued transformation of Bracknell town centre into a modern mixed-use destination.

The addition of Sports Direct and Evans Cycles will further complement the leisure offering at The Lexicon, as it joins Pure Gym and Gymfinity, as well as other recent signings which include Mediterranean restaurant chain The Real Greek and casual wear retailer Crew Clothing.

The next phase of the town centre’s redevelopment is due to start this month with £950,000 of funding secured from the Thames Valley Berkshire Local Enterprise Partnership to pave the way for the eagerly anticipated Deck development. The Deck will provide a new covered public space which will contain new shops, bars, restaurants, leisure, and entertainment facilities, to deliver a vibrant destination and add to Bracknell’s cultural appeal while also improving the town’s night-time offering.

The Lexicon is successfully combining innovative retail, placemaking and regeneration to enhance both Bracknell’s day and night-time economy, with Sports Direct now joining a strong retail daytime offering while The Deck is set to become the next important step in making the town centre ‘The’ new regional place to be in the evening.

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