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Sports Direct is relocating from North Earl Street into the former Debenhams flagship on Henry Street, creating a multi-level retail and fitness destination in the heart of Dublin. The store is due to open on Saturday, July 25, after a major redevelopment of the site.
A large-scale refit of a familiar site
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Sports Direct purchased the Henry Street unit in 2022, two years after Debenhams closed. The company says it invested around €80 million to convert the space into a modern, multi-purpose store with retail, specialist zones and a sizeable gym complex.
Part of the refit includes an internal lift that runs directly from the stockroom to each retail floor, designed to speed up deliveries and restocking. The layout aims to combine convenience with a theatrical shopping experience.
What’s on each floor
Ground floor focuses on menswear and footwear. Customers will find a broad selection of trainers alongside athleisure and fashion labels, including a dedicated Levi’s area.
First floor is home to womenswear and childrenswear and carries many mainstream brands such as Adidas, Nike, New Balance, Slazenger and Calvin Klein. The women’s training zone is organised by activity — light, medium and high impact — to help shoppers choose appropriate gear quickly.
That area also hosts a tech-enabled sizing and fit system and a large accessories wall stacked with items for yoga and Pilates, including resistance bands, skipping ropes and mats. A fashion accessories section features designer bags from names like Guess and Valentino. Nearby, a clear and accessible kids’ section sits beside a toys and gaming area, with everything from Lego to Xbox on offer.
Second floor is arranged into specialist sport zones. Shoppers can browse sections for tennis, padel, golf and hiking, plus performance-driven running kit that includes a gait analysis service.
There is a full GAA area supplying hurls, helmets, sliotars and a wide range of jerseys. The soccer section includes padded seating styled to echo the matchday chairs used by elite players, and a shirt personalisation service lets customers add names or player details to purchased kits.
The gym: a destination in its own right
The top level houses a roughly 25,000 sq ft Everlast Gyms+, which the company bills as Ireland’s first dedicated Hyrox Performance Centre. Facilities include a broad array of machines, male and female changing rooms, a Pilates studio and recovery options such as saunas and ice baths.
A MyProtein café sits inside the gym complex, offering pre- and post-workout food and drink. The café also provides seating and desks that can serve as an informal workspace for those who want to combine exercise with a short work session.
Membership pricing is tiered: a base membership is listed at €50 per month, rising to €90 per month for access that includes the Pilates studio. For the store opening, Sports Direct is promoting a special rate of €40 per month on a 12-month contract.
Designed for convenience
The store’s multi-level design aims to make it straightforward to shop and train in one visit. Forgot a piece of kit before a session? You can nip downstairs and pick it up within minutes.
EVOKE received a preview of the Henry Street site ahead of the public opening and says the space is intended as a one-stop destination for apparel, specialist equipment and fitness facilities under the same roof.
