Sports Direct in Birchwood Shopping Centre, Warrington, is preparing to close after 11 years. Signs spotted in the shop window have confirmed the closure, with all stock reduced and 20% off everything in a closing down sale.
The sports retailer first opened in the shopping centre in 2015. After this store shuts, the only other Sports Direct in Warrington will be at Riverside Retail Park.
Part of wider retail changes
The retail giant operates more than 500 shops across the UK. Last year, its Liverpool North John Street store in Liverpool ONE closed after 17 years.
The ECHO previously reported that Frasers Group, which owns House of Fraser, Jack Wills and many other brands, purchased Compton House on Church Street, where the Liverpool Sports Direct store is now located.
Flagship store vision
The Liverpool flagship includes a full Everlast Gym+ with premium facilities and a HYROX Performance Centre, described as a first of its kind in the city. The store is part of the brand's vision to create destinations where people both shop and work out, combining sport, performance, wellness and style.
Speaking to the ECHO inside the new Sports Direct store last year, before it officially opened, CEO Michael Murray said: “People take things for granted in London but Liverpool is the place to be, people want to be here.
“Liverpool is the tastemaker of the UK in many ways, our brand partners invest so much to win over the Liverpool people. It is a huge sporting cultural background with the two teams and our brands recognise that.
“We want this big store to create a huge credibility as people want to come into a store rather than shop online these days. We've done over 300 stores now and we've learnt every single one.
“We are past the learning stage and now in the fine tuning stage. The biggest hurdle is always going to be cost, the costs are enormous and so there’s always room for improvement.”
