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New Sports Direct opens its doors in former Ipswich BHS building

In another step forward for Ipswich's high street, Sports Direct has opened its new 25,000 sq ft store in Ipswich's Buttermarket, bringing four major retail brands under one roof.

Oliver Rouane-Williams

Oliver Rouane-Williams

— 2 min read
Front entrance to Sports Direct on Buttermarket in Ipswich

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
USC at Sports Direct Buttermarket, Ipswich
USC can be found on the ground floor of the new store, to the right as you enter through the main entrance on Buttermarket Photo: Oliver Rouane-Williams (Ipswich.co.uk)
Sports section at Sports Direct Buttermarket, Ipswich
There is a section for every popular sport, including tennis, golf, cricket, boxing and football Photo: Oliver Rouane-Williams (Ipswich.co.uk)
Football section at Sports Direct Buttermarket, Ipswich
There is a large football section as you come up the stairs from the ground floor to the first floor Photo: Oliver Rouane-Williams (Ipswich.co.uk)
Evans Cycles unit at Sports Direct Buttermarket, Ipswich
Evans Cycles can be found at the far right of the first floor Photo: Oliver Rouane-Williams (Ipswich.co.uk)
GAME at Sports Direct Buttermarket, Ipswich
GAME is located on the first floor Photo: Oliver Rouane-Williams (Ipswich.co.uk)

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.

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