Why it matters: Doors opened twenty minutes later than planned, but the opening marks the revival of one of Ipswich town centre's largest retail units, which has stood vacant since BHS closed in 2016.
Inside the store: The first thing that hits you is the sheer size of the store. It's big. Massive, in fact. It's split onto two floors:
The ground floor houses Sports Direct and USC
The first floor features more Sports Direct space alongside GAME and Evans Cycles
Inside the new Sports Direct store
Background:
The Frasers Group acquired the building in 2020
Renovation work began in July 2024
The store relocates from its temporary home in the former H&M building
Contractors worked 7 days a week for 5 months to complete the building work and fitting out process
What they're saying: A Frasers Group spokesperson said the store "will provide customers with access to the world's best sports and lifestyle brands, as well as bring other brands from Frasers Group's ecosystem including USC, Evans Cycles and GAME to the location."
Worth noting: The sports retailer's sister brand Flannels opened next door on October 31, further expanding Frasers Group's presence in the town centre.
The bottom line: The opening represents the completion of Frasers Group's planned transformation of the former BHS building, bringing multiple retail brands to Ipswich town centre under one roof.
