Sports Direct and Everlast Gyms+ Open an 85,000 sq. ft. Retail and Fitness Flagship on Henry Street, Dublin

The building’s story stretches back to 1960, when it opened as a Roches Stores department store before undergoing a major redevelopment in 2003 that extended the site to around 210,000sqft.

Debenhams acquired the location in 2006 and traded there until 2020, when the closure of its Irish business brought an end to 60 years of continuous retail on the plot. Frasers Group acquired the site in 2022, kicking off a new design and planning phase for the latest iteration of both the Sports Direct and Everlast brands.

The new flagship spans four storeys and is anchored by a dramatic central atrium. Within the 60,000sqft Sports Direct space, a footwear delivery system runs through the heart of the building, set against a 14 metre tall digital screen housing approximately 10 million pixels.

Across the floors, the store showcases the latest concepts in Running, Women’s Fitness, Outdoor, Kids and Bootroom, alongside the newest expressions from key brand partners and own brands, creating a high impact, modern sports retail environment…