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Ipswich town centre resurgence continues as Sports Direct prepares for opening next week

Sports Direct signs are now visible at the former BHS building, as the retailer prepares to open its doors on Friday, November 29 in a major boost for Ipswich's high street.

Oliver Rouane-Williams

Oliver Rouane-Williams

— 1 min read
New signage now adorns the front of the new Sports Direct store

Why it matters: The 25,000 sq ft store marks the end of seven years of vacancy for one of Ipswich town centre's largest retail units, following BHS's closure in 2016, and is the latest development in Ipswich's town centre resurgence.

New signage now adorns the front of the new Sports Direct store
New signage now adorns the front of the new Sports Direct store Photo: Oliver Rouane-Williams (Ipswich.co.uk)

The big picture: Four major retail brands will share the space:

  • Sports Direct and USC will occupy the ground floor, with USC having its own entrance
  • GAME and Evans Cycles will join Sports Direct on the first floor

Behind the scenes:

  • Work began in July and has been ongoing for four months
  • The sports chain has been operating temporarily from the old H&M building since its Carr Street store closed
  • Flannels, another Frasers Group brand, opened next door on October 31
New Sports Direct sign at the rear of the new Fraser Group building in Ipswich
Signage has also gone up at the rear of the complex Photo: Oliver Rouane-Williams (Ipswich.co.uk)

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."

The bottom line: The opening represents a significant investment in Ipswich town centre by Frasers Group, which acquired the building in 2020 with plans to bring multiple brands to the location.

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