Sports Direct is latest retail addition to Wexford Main Street

THE TRANSFORMATION of Heaton’s Department Store into Sports Direct was completed when the new 16,500 square foot store opened on Wexford Main Street recently.

The store, which is modelled on the company’s flagship outlet in Dublin, is part of Sports Direct’s strategy to increase its profile and portfolio in Ireland. The store offers a range of sports and lifestyle brands, such as adidas, Nike and Under Armour, and includes a new USC fashion store.

Leonard Brassel, Managing Director of Sports Direct in Ireland said: ‘We are investing in a new generation of stores and we’re delighted to be back serving customers in a great location like Wexford town. The site was previously a Heatons and we are happy that all the existing staff have stayed on in the new store.’

Sports Direct was founded as a single store in the UK in 1982 and now operates over 750 stores across Europe, Asia and America. This includes almost 50 stores in Ireland under various banners including sportsdirect.com, USC, Heatons and Brand Max.

The company said they intend to support local soccer and GAA clubs as part of their commitment to the community. ‘Sports Direct is committed to a great future in Ireland, and we’re very proud to be involved in helping to make grassroots sport accessible to families,’ said Mr Brassel. ‘The association between Sports Direct and the GAA community is an incredibly exciting and important one. We look forward to working with the GAA clubs and most importantly their families over the coming years.’