Frasers Group has converted a former Debenhams department store in Dublin into flagship stores for its Sports Direct and Everlast Gyms+ brands.
Sports Direct Dublin. Credit: Joas Souza
The 85,000 sq ft Henry Street building brings together the group’s retail and fitness offerings under one roof.
The Sports Direct store occupies the first three floors of the building, totalling 60,000 sq ft, while the top floor Everlast Gym spans 25,000 sq ft.
“Building on the momentum of our Elevation Strategy [of store upgrades and brand partnerships], the opening of this Dublin flagship is another defining milestone for Frasers Group,” said chief executive officer Michael Murray.
“As our first integrated Sports Direct and Everlast Gyms flagship in Europe, it reflects our ambition to accelerate international growth while delivering an unrivalled retail and fitness experience.”
The redevelopment includes an almost twofold expansion of Zara’s store as a key tenant, alongside the Sports Direct and Everlast Gyms+.
The project was backed by an investment of almost £68.5m.
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