Tuesday 25 July 2017

Six-storey Sports Direct store to open in Boyers' former home in Dublin

Sports Direct's financial statements during the period under investigation were audited by Grant Thornton. Photo: PA
Sports Direct's financial statements during the period under investigation were audited by Grant Thornton. Photo: PA
Bairbre Power

Bairbre Power

Mike Ashley's Sports Direct opens in Boyers' former home on Dublin's North Earl St tomorrow, just over a year after Arnotts' 'little sister' store was shuttered.

Leonard Brassel, MD for SportsDirect.com Ireland, said the new megastore - which will be officially opened by Ireland football manager Martin O'Neill next week - is "a key part of our ongoing and ambitious store expansion programme in 2017".

Boyers was traditionally the safe destination for older shoppers seeking a little light retail followed by lunch. But there is a very different customer on the mind of retailers Sports Direct and USC, which bought the site for €12m.

Where once there was a wall of umbrellas, shoppers will now be greeted with Ireland's biggest wall of shoes and designer labels, feeding the appetite for the booming 'athleisure' street style trend.

Sport, speed and style are catered for across six floors with 37,000 sq feet filled with 50,000 products and more than 250 brands for adults and children.

In a pre-opening walk through the enormous store on Friday, some of the 90 staff were busy ferrying stock for 30 sports categories including football, running, golf, swimming, horse riding and fishing.

Brands to be found include Armani, Tommy Hilfiger, Levis, Calvin Klein, Vans, Lyle & Scott, Pretty Green and Cruyff.

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