Sports Direct, USC open Dublin megastore in ex-department store

By

Sandra Halliday

Published
May 15, 2017

Sports apparel, accessories giant Sports Direct and branded apparel retailer USC opened a six-level megastore in Dublin Monday with a new flagship in the former Boyers department store building, which closed in late 2015.

The chain’s are both controlled by retail billionaire Mike Ashley and have a fairly ambition expansion programme planned for Ireland this year although the Dublin store is set to be its biggest opening of the year.

The store, on North Earl St, will further change the character of the street as it leaves behind the memory of the previous sedate department store clientele who were largely older, middle-market-focused shoppers to a younger, budget-conscious consumer group wearing sports brands for everyday living.

The new store offers Ireland’s largest line-up (in a physical location) of sports shoes and apparel labels and opens at a time when the athleisure trend is still riding high.

The store covers 37,000 sq ft, offers 50,000 products and over 250 brands from children’s sizes through to adults. It covers 30 sport categories with horse rising and fishing carried alongside the big money categories such as football, swimming, golf and running. With USC also part of the mix, as well as the expected big-name sports brands, it carries Armani, Tommy Hilfiger, Levi’s, Calvin Klein and Pretty Green.