Frasers Group has opened Sports Direct and Everlast Gyms+ on Henry Street, Dublin – its first integrated flagship outside the UK. The 8,000 sqm, four-floor site is backed by more than €80 million in investment and includes Ireland’s first official Hyrox Performance Center.
Frasers Group has unveiled its Sports Direct and Everlast Gyms+ flagship in Dublin. This launch marks the introduction of Frasers’ combined retail and fitness proposition outside the UK for the first time. The opening also coincides with the official launch of Hoka in Sports Direct stores.
The investment and the location
The new integrated proposition, located on Dublin’s iconic Henry Street, spans nearly 8,000 sqm across four floors. By bringing together innovative retail and performance fitness, the destination is designed to offer a connected ecosystem where the customer can shop global brands, train and recover under one roof, explained the company.
“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,” said Michael Murray, Chief Executive Officer at British retail group Frasers Group.
The redevelopment was backed by an investment of more than €80 million across the refurbishment and fit out, and is expected to create over 75 new jobs while helping to drive the ongoing regeneration of Dublin city center.
Sports Direct Dublin spans more than 5,500 sqm and occupies the first three floors of the building. To enhance the customer journey, the store offers an innovative footwear delivery system that uses a dumbwaiter to streamline product collection, making sure that customers receive their selected footwear quickly and seamlessly.
Everlast Gyms+ and Ireland’s first Hyrox center
The 2,300 sqm. Everlast Gyms+ Dublin, situated on the top floor, combines elite training, recovery, nutrition, and community, providing members with a comprehensive cross-functional fitness experience, designed for athletes of all levels. Everlast Gyms+ Dublin will serve as Ireland’s first official Hyrox Performance Center.
Cover image source: www.instagram.com/sportsdirectireland/?hl=en
