USC

USC is Frasers Group’s premium streetwear and denim retailer, home to brands such as Levi’s, Converse, Vans, and Calvin Klein. For the Manchester Arndale flagship — the third Sports Direct flagship delivered in three years — the entire ground floor was dedicated to USC. SmithBrewer were responsible for the concept through to delivery, creating a space that could attract premium brands, broaden USC’s commercial appeal, and energise the flagship experience.

Frasers Group needed to reposition USC within the broader Sports Direct flagship offer, elevating the brand’s presence and making it more competitive in the premium high-street space. The environment needed to reflect USC’s streetwear identity with authentic materials and design cues, deliver a strong commercial return through modularity and scalability, and balance premium execution with cost efficiency. The team also needed to integrate digital elements to energise the store and enhance the customer journey, all within a tight 20-week programme.

SmithBrewer provided full end-to-end control across design, engineering, production, and installation. We developed an industrial-inspired concept built around OSB, galvanised steel, and layered streetwear cues, giving USC a fresh, elevated identity while maintaining robustness for a high-traffic flagship. A modular kit of fixtures was engineered to deliver high visual impact with strong commercial efficiency — enabling scale, future flexibility, and controlled costs across the estate.

Digital integration played a key role: LED accents, illuminated focal points, and large-format screens created energy and movement throughout the space, helping unify USC’s diverse brand mix. SmithBrewer also created a clear governance framework for brand guidelines, ensuring USC could maintain consistency as new brands and categories were introduced.

By prioritising investment in high-impact areas while optimising costs elsewhere, we delivered a premium, energised flagship that strengthened USC’s position within Frasers Group’s multi-brand portfolio. The completed store enhanced customer engagement, improved brand appeal, and demonstrated how USC could evolve into a more commercially compelling retail destination.