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New Sports Direct opens its doors in former Ipswich BHS building

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In another step forward for Ipswich's high street, Sports Direct has opened its new 25,000 sq ft store in Ipswich's Buttermarket, bringing four major retail brands under one roof.

Why it matters: Doors opened twenty minutes later than planned, but the opening marks the revival of one of Ipswich town centre's largest retail units, which has stood vacant since BHS closed in 2016.

Inside the store: The first thing that hits you is the sheer size of the store. It's big. Massive, in fact. It's split onto two floors:

  • The ground floor houses Sports Direct and USC

  • The first floor features more Sports Direct space alongside GAME and Evans Cycles

Inside the new Sports Direct store

Background:

  • The Frasers Group acquired the building in 2020

  • Renovation work began in July 2024

  • The store relocates from its temporary home in the former H&M building

  • Contractors worked 7 days a week for 5 months to complete the building work and fitting out process

What they're saying: A Frasers Group spokesperson said the store "will provide customers with access to the world's best sports and lifestyle brands, as well as bring other brands from Frasers Group's ecosystem including USC, Evans Cycles and GAME to the location."

Worth noting: The sports retailer's sister brand Flannels opened next door on October 31, further expanding Frasers Group's presence in the town centre.

The bottom line: The opening represents the completion of Frasers Group's planned transformation of the former BHS building, bringing multiple retail brands to Ipswich town centre under one roof.

Ed Sheeran surprised more than 200 Ipswich students with an impromptu performance at The Baths

Browse upcoming gigs

Check out upcoming BTC events across their three brilliant venues

St Stephens Church, The Baths and The Smokehouse in Ipswich

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500 mobile phones donated to support domestic abuse victims in East Anglia

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Virgin Media O2 Business has donated over 500 mobile phones to help survivors of domestic abuse and sexual assault across East Anglia, including Suffolk.

Why it matters: The donated devices will enable vulnerable people to contact support services, emergency services and family members when their own phones have been broken or confiscated by perpetrators.

The phones will be distributed to Leeway, Catch-22, and Mountain Healthcare support services across five counties – Bedfordshire, Cambridgeshire, Hertfordshire, Norfolk and Suffolk.

Some devices will come with free SIM cards and mobile data from the National Databank, which was founded by Virgin Media O2 and the digital inclusion charity Good Things Foundation. The National Databank is described as "like a food bank but for free data, texts and calls, helping to connect people in need."

Leeway

Leeway provides support to adults and young people looking to break free from domestic abuse in Suffolk and Norfolk.

The background: The donation comes as part of Virgin Media O2 Business's social value commitment through a recent police contract with 7F Commercial Services.

7F Commercial Services uses collaborative buying power for seven police forces in the eastern region, including Bedfordshire, Cambridgeshire, Hertfordshire, Norfolk, Suffolk, Essex, and Kent, to obtain better value for money from their contracts.

What they're saying: Suffolk's Police and Crime Commissioner, Tim Passmore, said: "Supporting victims is a key responsibility for me as Police and Crime Commissioner. We commission many services to support victims to help them cope with the immediate impact of crime, and, as far as possible, recover from the effects.

Tim Passmore, Police & Crime Commissioner for Suffolk
PCC

"I absolutely support this 'social benefits' approach. Funding is always tight and anything we can do to work with the commercial sector to access additional funding to support this work gets my full support.

"I know from speaking to victims just how devastating it is to be denied something as basic as the ability to talk to family and friends. I hope these phones provide a useful lifeline for victims of domestic abuse and sexual assault to feel more secure and less isolated."

Charlotte Hails, Head of Public Sector Vertical Strategy at Virgin Media O2 Business, said: "As a former senior police officer who specialised in Safeguarding and Public Protection, I know first-hand that mobile phones and connectivity are critical to ensuring victims and survivors are not isolated and can receive support.

"By partnering with local organisations in East Anglia, Virgin Media O2 Business is helping ensure victims and survivors receive the smartphones and data they need. This builds on our commitment to support police forces and communities across the UK to improve public safety and reduce crime."

The bottom line: The initiative aims to reduce isolation among victims of domestic abuse and sexual assault by providing them with secure means of communication through donated mobile devices.

Ed Sheeran surprised more than 200 Ipswich students with an impromptu performance at The Baths

Browse upcoming gigs

Check out upcoming BTC events across their three brilliant venues

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