It has been years in the making, but Michael Murray is now at the helm of two historic buildings
15:30, 18 Oct 2025Updated 15:52, 18 Oct 2025
Michael Murray with Jordan Pickford in Liverpool
One man has taken over two of the most beautiful and historic buildings Liverpool has to offer in a multi million pound deal. What makes it even better is that they are a stone’s throw away from each other.
Michael Murray is the 35-year-old Doncaster-born son of a property developer. The former club promoter succeeded his father-in-law, Mike Ashley, in May 2022 , as the CEO of Frasers Group. The parent group owns Game, Evans Cycles, Jack Wills, and House of Fraser, as well as Sports Direct and Flannels – both of which, as of this week, now have flagship stores in the city centre.
Michael started his career by running festivals and student nights and investing in bars while at university. But since his appointment, he has been at the forefront of focusing on the company’s elevation strategy to rebrand the business – part of this included getting the stamp of approval from Scousers.
Speaking to the ECHO inside the new Sports Direct store on Church Street before it officially opened to the public, he said: “People take things for granted in London, but Liverpool is the place to be, people want to be here.
The new Sports Direct Jordan and Nike section downstairs
“Liverpool is the tastemaker of the UK in many ways; our brand partners invest so much to win over the Liverpool people. It is a huge sporting and cultural background with the two teams, and our brands recognise that.
“We want this big store to create a huge credibility as people want to come into a store rather than shop online these days. We’ve done over 300 stores now, and we’ve learnt from every single one. We are past the learning stage and now in the fine-tuning stage. The biggest hurdle is always going to be cost; the costs are enormous, and so there’s always room for improvement.”
Michael’s career began by running festivals and student nights while a student at Reading University. The former Cumbria Sedbergh private school pupil kicked off his property investments, buying two bars, and taking inspiration from his dad Mick who co-founded Doncaster’s biggest landlord, Lazarus Properties, according to the Guardian.
The new Sports Direct shop in Liverpool city centre
Michael said that where Sports Direct is now compared to eight years ago is a completely different ball game. He recalled how back then, they were known for their cheapness and bargains, and now, they want to pride themselves on being a one-stop shop.
Inside the Compton House building, Sports Direct now stocks everything from Adidas, Puma, Boss, Calvin Klein, Converse, and Nike. The top floor of M&S’s former home is now occupied by an Everlast Gym, which boasts an official HYROX centre.
Inside the new Everlast gym above Sports Direct in Liverpool city centre
Michael reckons the gym will easily have 7,000 members in a few months. Having a workout space on the top floor of a historic building might sound familiar, and that is because it is the same layout that near neighbour Flannels follows. Michael told the ECHO that his company has invested £25m into both stores.
Flannels’ flagship store took over the iconic Owen Owen building, which was home to Sports Direct and Tesco, in June 2022. Set over seven floors, the Liverpool shop features a beauty destination, ready-to-wear luxury fashion and streetwear, Barry’s fitness studio, and it previously had its own rooftop restaurant. Fast forward to today, and the restaurant is no more, but now, on the bottom floor, is HiiGRIND coffee.
At the time, Michael said: “We recognise Liverpool as a powerhouse of culture and style – it’s a symbiotic home for Flannels. While the idea of the ‘regional divide’ is dead, we recognise that communities are welcoming exciting, much-needed additions to their high streets with open arms.
Barry’s Bootcamp at Flannels(Image: Andrew Teebay Liverpool Echo)
“Liverpool is the fifth largest retail centre in the country, and in our opinion underserved – we’ll be the first and only multi category destination to mark the city.
“The market has an unmatched appetite for the type of luxury we do best; we’re incredibly excited to deliver a world-class experience to the city and have no doubts on the success of our strategy.”
Over 220 new retail roles have been created through the openings in Liverpool city centre between 2022 and 2025. Coinciding with the Sports Direct opening, Flannels also launched SKIMS in-store.
Inside the new Sports Direct shop in Liverpool city centre
Co-founded in 2019 by Kim Kardashian and Jens Grede, the brand is widely recognised for creating the next generation of women’s underwear, loungewear and shapewear.
Michael added: “Liverpool is a case study of how our elevation strategy is winning. It’s where ambition meets execution: a destination that showcases our strategy’s momentum.
“With every new opening, we’re not just adding stores, we’re transforming the retail landscape, creating spaces that energise communities and redefine the high street experience.
“This Sports Direct and Everlast Gyms+ opening captures everything our strategy stands for – confidence, innovation, and belief in the future of physical retail. We’re building momentum across the UK and beyond, and Liverpool is the latest example of that success.”