Frasers Group opens ‘landmark’ Sports Direct and Everlast Gyms+ flagship in Dublin
Frasers Group has opened its first joint retail and fitness proposition outside the UK with a four-storey, 85,000 sq ft integrated Sports Direct and Everlast Gyms+ flagship at 54–62 Henry Street in Dublin, taking over the former Debenhams site.
The “landmark” opening, which has created 75 new roles, marks a major €80 million investment in Dublin city centre and also signals the official launch of HOKA in Sports Direct stores, further strengthening the retailer's position as a strategic partner for the world’s biggest sports brands.
Michael Murray, Chief Executive Officer at Frasers Group, said: “Building on the momentum of our ‘Elevation Strategy’, the opening of this Dublin flagship is another defining milestone for Frasers Group.
“As our first integrated Sports Direct and Everlast Gyms+ flagship in Europe, it reflects our ambition to accelerate international growth while delivering an unrivalled retail and fitness experience.”
To celebrate the opening and the city’s rich sporting heritage, the flagship hosted a weekend of exclusive appearances from Irish athletes, including John O'Shea, Caoimhin Kelleher, Conor Murray and Erin King, alongside New Balance, Adidas and ASICS run clubs, fitness masterclasses, DJ sets and giveaways.
With a focus on the local market, the opening weekend also included a Gaelic Athletic Association (GAA) Challenge in the form of an AR Gaelic football simulator, which invited customers to test their accuracy from increasing distances to win instant rewards and prizes.
Spanning 60,000 sq ft, Sports Direct occupies the first three floors of the building, giving customers access to the world's leading sports brands, including Nike, Adidas, Under Armour, On, Columbia and The North Face across men’s, women’s and kidswear.
In addition to enhanced retail experiences for Frasers Group’s own brands Everlast and Slazenger, customers can also shop a curated selection of premium lifestyle and denim brands at USC, including HUGO, Lacoste, Tommy Hilfiger and C.P. Company, as well as the latest in gaming at Game.
Designed to enrich the customer journey, Sports Direct’s signature ‘Running’, ‘Outdoor’ and ‘Football’ concepts have been reimagined to provide “best-in-class experiences”.
Complementing the experience is a footwear delivery system that uses a dumbwaiter to streamline product collection, ensuring customers receive their selected footwear – from lifestyle through to elite performance – quickly and seamlessly.
Situated on the top floor is the 25,000 sq ft Everlast Gyms+, marking the brand’s debut outside the UK and bringing its next-generation ‘fitness ecosystem’ to Ireland for the first time.
Combining elite training, recovery, nutrition and community, Everlast Gyms+ provides members with a holistic cross-functional fitness experience where athletes of all levels can achieve their fitness goals.
Tapping into one of the fastest-growing fitness phenomena, Everlast Gyms+ will serve as Ireland’s first official HYROX Performance Centre (HPC), featuring specialist performance turf and tailored programming designed to effectively train competing athletes.
It is also the first gym in the world to receive Centr’s limited-edition white Elite-15 competition-grade equipment to simulate HYROX race-day conditions.
Additional key features of Everlast Gyms+ Dublin include a Reformer Pilates Studio, a dedicated Nike ‘Strength’ area with high-performance Nike ‘Grind’ equipment, and a recovery space with three Brass Monkey ice baths and a sauna.
The redevelopment of the former Debenhams site also includes an almost twofold expansion of Zara's store as a key tenant.
