Sports Direct and GAME to move into Butter Market in Ipswich

The retail giant, along with GAME, Evans Cycles and USC, all owned by Fraser Group, will open in the former BHS building in Butter Market, moving from Carr Street.

The Fraser Group purchased the building in 2020, and it was revealed around then that they were looking to move the Sports Direct shop into the building.

The building, which measures at 25,000 square feet, has been left empty since 2016, when BHS collapsed and closed stores around the country.

Sports Direct is set to open in the former BHS building (Image: Google Maps)

A Fraser Group spokesperson commented: "We are pleased to be opening a new 25,000 sq. ft Sports Direct store, located in Ipswich’s Butter Market.

"The store will provide customers with access to the world’s best sports and lifestyle brands, as well as bring other brands from Frasers Group’s ecosystem including USC, Evans Cycles and GAME to the location.

"The store will open late summer."

BHS in Butter Market, Ipswich (Image: Archant)

Terry Baxter, Ipswich Central chair, said: "This is welcome news for Ipswich town centre and its plans for regeneration. 

"There has been talk of Sports Direct occupying the former BHS site in the Buttermarket for a number of years, so it’s great to hear this will be happening soon.

"The new location enables a large store in a more central location in the town and is a vote of confidence by Fraser Group that we hope will be a catalyst for more businesses to move into the town centre."

The BHS building in 2016 before it closed (Image: Newsquest)

In September last year, the BHS store was decorated with a 45m long mural featuring symbolic flower designs.

The artwork, produced as part of the Thomas Wolsey 550 project, is believed to remain in place while the refurbishment is undertaken inside the store, and will hopefully be moved to a new location once the outside is branded before the opening in late summer.

Sports Direct in Ipswich will move away from Carr Street (Image: Archant)