Dublin city shoppers are about to see one of the biggest retail shake-ups on Henry Street in years. In a major retail and lifestyle move that fits squarely into entertainment news Ireland, Sports Direct is set to unveil its vast new flagship in the former Debenhams unit, turning a long-empty landmark into a sprawling multi-floor destination.
The new store officially opens on Saturday, July 25, and the scale is the real talking point. What was once Debenhams has now been reimagined as an all-in-one sports, fashion, family and fitness experience, complete with a massive Everlast Gyms+ facility. For anyone tracking retail-driven lifestyle shifts, this is one of the more notable entertainment updates Ireland has seen this summer.
A landmark opening on Henry Street
Sports Direct reportedly acquired the site in 2022, following Debenhams’ closure, and the unit has now undergone a major transformation. The investment in the property has resulted in a flagship concept designed to be more than a standard sports shop.
Instead, visitors can expect a destination-style layout that blends shopping, training and downtime under one roof. In a city centre increasingly shaped by experience-led retail, the launch adds a fresh chapter to entertainment news Ireland and wider lifestyle coverage.
What shoppers can expect inside
Floor-by-floor highlights
- Ground floor: menswear, footwear and fashion-led athleisure.
- First floor: womenswear, kidswear, toys, gaming and specialist training sections.
- Second floor: sport-specific zones including running, hiking, golf, tennis, padel, GAA and soccer.
- Third floor: a 25,000 sq ft Everlast Gyms+ space with premium wellness features.
The retail mix spans major global brands, while the store layout appears geared toward convenience and discovery. A direct stockroom lift system has also been introduced to help speed up product delivery to each floor.
On the womenswear level, one standout feature is the training section organised by activity intensity, covering lower-impact options like yoga and Pilates through to high-impact categories such as running and HIIT. There is also technology designed to help shoppers find better sizing and support.
For families, the addition of kidswear, toys and gaming broadens the appeal and gives the store a stronger all-day destination feel, something that naturally overlaps with family entertainment Ireland and weekend entertainment Ireland trends.
From shopping trip to full-day experience
The biggest draw may be the gym level. Everlast Gyms+ takes over the top floor with extensive equipment, changing facilities, a Pilates studio, saunas, ice baths and a MyProtein café. The site also includes Ireland’s first Hyrox Performance Centre, adding a performance edge to the overall offering.
That combination of retail, training and recovery gives the opening a broader lifestyle appeal than a typical store launch. It is also why this story sits comfortably within entertainment news Ireland, especially for readers interested in culture and entertainment Ireland beyond screens and celebrity headlines.
Other notable details include shirt personalisation, gait analysis in the running section, and immersive football seating touches aimed at younger fans. The result is a concept that feels interactive, practical and highly visual.
Why this opening matters
Henry Street has long been one of Dublin’s busiest shopping corridors, and filling such a prominent former department store site is significant. The new flagship signals confidence in experiential retail and shows how brands are adapting to changing audience habits by merging commerce with fitness, leisure and lifestyle.
For readers following entertainment news Ireland, this opening is less about a standard store relocation and more about the rise of hybrid city-centre spaces that invite people to browse, train, socialise and stay longer.
The takeaway: Sports Direct’s Henry Street flagship looks set to become a major new Dublin destination, bringing retail, wellness and family-friendly appeal together in one ambitious space. It is exactly the kind of city buzz that keeps entertainment news Ireland moving.
Image Courtesy: EVOKE
Credit/Courtesy for the Article: EVOKE
