Frasers Group recently opened its latest Sports Direct Everlast Gyms+ flagship store in Dublin.
Spanning 85,000 sq ft, the new site, which opened on 25 July, brought Everlast Gyms outside the UK for the first time.
The group invested more than €80 million (£68.58 million) across the location’s refurbishment and fit out.
The site took over the former Debenhams store on 54–62 Henry Street, Dublin, and led to the creation of 75 new jobs.
Spread across four storeys, the new Dublin location is far from your average sportswear shop.
Sports Direct occupies the first three floors of the building, offering shoppers brands such as Nike, Under Armour, Adidas, Hugo, Lacoste and Tommy Hilfiger.
Its signature running, outdoor and football concepts have also been “reimagined,” giving customers “a more engaging way to shop these categories, with a strong focus on product and expertise”.
New elements have also been introduced to the store “to make the experience more engaging and seamless for customers”. These include a “first-of-its-kind” footwear delivery system, that uses a dumbwaiter to move shoes across its three floors.
Frasers Group chief retail officer Lauren Barrie explains the group chose to launch a Sports Direct Everlast Gyms+ flagship in Dublin since the city was “a strong retail market with a real connection to sport,” meaning it “felt like a natural choice” for its next step internationally.
“We already have a strong foundation for Sports Direct with over 45 stores in Ireland and this flagship gives us the opportunity to build on what we’ve already established here and tap into potential for future growth to take our presence to the next level,” she says.
Perhaps most notably, the store’s fourth floor is occupied by a 25,000 sq. ft Everlast Gyms+ site.
“Everlast Gyms+ sets a new standard for city-centre fitness, and Dublin is the first time we’ve brought the concept outside the UK,” Barrie explains.
“It’s designed as a complete fitness destination, bringing together everything people need to train, recover and refuel, whether they’re just starting out or are already experienced athletes.”
Barrie highlights that the gym is “complemented by some great brand partnerships”.
“We’ve introduced Ireland’s first Hyrox performance center, while Nike Strength provides signature equipment and elevates Everlast Gyms’ class concepts, including Hustle and the Everlast lifting club.
“And to complete the experience, Myprotein offers smoothies and performance supplements, as well as spaces where customers can work, relax and socialise.”
The new store brings the business’ sports retail and fitness proposition together in Europe for the first time.
And its seems that shoppers are able to pass many hours in the store if they choose to.
“It’s designed to be more than just a place to shop for sportswear and equipment,” Barrie insists.
“Customers can shop, train, eat, work and spend time all in one destination.”
The exec notes that the Dublin flagship is unique due to the way it brings together “the best of global sport” with “a proposition that’s relevant to the local market”.
“We’re always looking at how we can go further for customers, from a dedicated Gaelic Athletic Association (GAA) section supporting Irish sport, to marking the official launch of Hoka in Sports Direct,” she says.
“On the fitness side, Everlast Gyms+ is also bringing Ireland’s first official Hyrox performance center to Dublin, giving the local community the opportunity to train professionally ahead of Hyrox Dublin later this year.”
Frasers Group’s “elevation strategy brought to life”
The new Dublin store reinforces Frasers Group’s elevation strategy, which is underpinned by its three core sports, premium and luxury pillars.
In fact, Barrie says that the new Dublin store is its “elevation strategy brought to life”.
“We’ve taken what’s worked for us in the UK and brought it to Dublin in a way that’s designed around the customer, bringing together everything we know customers want from sport, retail and fitness in one destination,” she explains.
“A big part of that is our brand partnerships. We’ve brought together an unmatched roster of global sports brands, including Nike, Adidas and Hoka, alongside a strong premium offering from brands such as Hugo, Lacoste, Tommy Hilfiger and C.P. Company.
“That gives customers a breadth of choice that you wouldn’t typically find in one destination, from the latest performance and sporting products through to premium and lifestyle brands.”
“We’re adapting our proposition to reflect the needs and expectations of each local consumer,” she says.
“We’ve tailored the store to the local market through our dedicated areas like the GAA zone, ensuring the proposition feels distinctly relevant to Irish consumers.
“And none of this would be possible without our teams on the ground. They’re the backbone of the day-to-day experience and are ultimately what makes the whole proposition work for our customers.”
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