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Sports Direct opens pop-up store in former H&M location

Sports Direct has begun trading from the vacant H&M store on Tavern Street while awaiting its permanent move to Buttermarket.

Oliver Rouane-Williams

Oliver Rouane-Williams

— 2 min read
Temporary Sports Direct store on Tavern Street, Ipswich
Temporary Sports Direct store on Tavern Street, Ipswich
The former H&M site is now home to a temporary Sports Direct store Photo: Oliver Rouane-Williams (Ipswich.co.uk)

The big picture: The former H&M site has been empty since November 2022, following the retailer's closure of 240 stores due to slowing sales.

Initially, Fraser Group (Sports Direct's parent company) intended to open its luxury Flannel brand there but later announced it would be one of five stores to open in the former BHS building at the Buttermarket.

Former Sports Direct on Carr Street, Ipswich
The former Sports Direct store on Carr Street has now closed permanently Photo: Oliver Rouane-Williams (Ipswich.co.uk)

Why it matters: This temporary location fills a prominent empty storefront in Ipswich town centre and offers residents continued access to Sports Direct's products during its transition.

Key details:

  • Sports Direct is using the Tavern Street location as a pop-up store before its permanent move to Buttermarket.
  • The retailer has closed its Carr Street shop, moving the remaining stock to the temporary site.
  • A 20% store closing discount continues at the new location.
Work continues at the former BHS store that will house five Fraser Group brands later this year
Work continues at the former BHS store that will house five Fraser Group brands later this year Photo: Oliver Rouane-Williams (Ipswich.co.uk)

What's next: Sports Direct will join Flannels, GAME, USC, and Evans Cycles in the Buttermarket building later this year.

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