The business empire led by entrepreneur Mike Ashley, which runs Sports Direct, Flannels, and House of Fraser, has acquired the East Midlands Designer Outlet situated near junction 28 of the M1. Frasers Group, headquartered in Shirebrook and behind the Sports Direct chain, confirmed it had obtained the East Midlands Designer Outlet, which hosts well-known brands including Nike, Adidas, Lacoste, and Marks & Spencer. In a statement issued on Wednesday April 29, the company also revealed it would be taking over the York Designer Outlet, with both centres currently belonging to McArthurGlen Group. Michael Murray, the chief executive of Frasers Group, explained that these strategic purchases strengthen their plans by working closely with major international brands to create shared benefits, supporting their outlet approaches while expanding the business. He noted that the company now controls over twenty percent of Britain’s outlet sector and intends to increase this proportion. This acquisition comes after other recent upgrades at the East Midlands Designer Outlet in South Normanton, including an expensive renovation of its food court finished in March 2025. American fast-food chains Slim Chickens and Five Guys, together with the Japanese-style pancake venue Fluffy Fluffy, are among the restaurants available at the food court. According to data from Frasers Group, the site welcomes more than 3.5 million shoppers each year.
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