Sports Direct upsizes at Belfast’s Boucher Retail Park

Sports Direct has upsized to a 35,000 sq ft space at Boucher Retail Park in Belfast, a shopping centre which its owner, Frasers Group, acquired in January 2022.

The new store brings an "elevated and modern sports retail destination to the city", with access to more brands from Frasers Group’s ecosystem, including USC, Evans Cycles, and GAME.

Set across two floors, Sports Direct Belfast boasts the world’s biggest sports and lifestyle brands in the industry, including Nike, Adidas, Puma, Under Armour, New Balance and Asics.

Dedicated areas have been set out for football and specialist sports, alongside men’s, women’s, and childrenswear.

The store also has Sports Direct’s ‘Running Concept’, featuring a running gait analysis. First launched in Sports Direct’s Manchester UK flagship store, the concept provides "the ultimate tools" to help customers find the right product for their running journey.

Ger Wright, Managing Director of Sports at Frasers Group, said: "We are pleased to open the doors to our new, elevated Sports Direct store in Boucher Retail Park, marking our largest store in Belfast to date.

"This opening demonstrates our dedication to expanding and investing into our store portfolio, as well as bringing the best sports and leisure brands, and experiences to key retail destinations across the UK and internationally.

"As the leading destination for sportswear in the UK, and with the support from our major global brand partners, we continue to expand our retail portfolio on our journey to becoming the number one sports retailer in EMEA."

Yesterday, 16 January, it was announced that Frasers Group has signed a new long-term lease for its 101,921 sq ft unit at Fremlin Walk shopping centre in Maidstone, Kent, where it also has Sports Direct and Flannels stores, and will re-brand from House of Fraser to Frasers.

It has also been reported that Frasers Group is considering a bid for Meadowhall shopping centre in Sheffield for a reported asking price of £750 million. Frasers Group already has plans to open new Frasers and Sports Direct stores at Meadowhall in 2024.