Mike Ashley’s new discount chain opens first NI store

FASHION and home retailer Brand Max has opened its first store in Northern Ireland at the Connswater Shopping Centre in Belfast.

Owned by Mike Ashley’s Sports Direct, the new discount chain was launched in the second half of 2017. It has taken the 22,000 sq ft anchor unit in Conn- swater vacated by Dunnes Stores.

Brand Max has already opened 11 stores in the Republic to date, mostly in former Heatons outlets, the chain Mike Ashley bought in 2015 for £42m.

Heatons has largely disappeared in Northern Ireland, with most stores rebranded as Sports Direct. The expansion of Brand Max in the Republic could eventually see one of Ireland’s oldest department store chains, which once had more than 50 stores around the island, disappear for good.

In June, US fashion and homewares discount giant TK Maxx launched legal proceedings against Brand Max, accusing it of attempting to “deceive the public”. TK Maxx has six stores in Northern Ireland, as well as 12 in the Republic.

Laura McCarthy from Alfred Street Properties Ltd, which owns the Connswater Shopping Centre, said: “We are delighted that the brand has chosen our centre as the location for its first Northern Ireland store and we have no doubt that the news will be welcomed by our shoppers.

“This is an extremely challenging time for retail but despite this we have managed to introduce three new brands to the complex in recent months. This is further confirmation that the scheme has turned a corner and significant changes made to date have been having a positive impact for our customers and the retail trade.”

Alfred Street Properties confirmed that Canadian coffee chain Tim Hortons will open its first drive-through restaurant at Connswater in early December.

Discount chain Savers opened its 20th Northern Ireland outlet in the centre last month.