The big picture: The former H&M site has been empty since November 2022, following the retailer's closure of 240 stores due to slowing sales.
Initially, Fraser Group (Sports Direct's parent company) intended to open its luxury Flannel brand there but later announced it would be one of five stores to open in the former BHS building at the Buttermarket.
Why it matters: This temporary location fills a prominent empty storefront in Ipswich town centre and offers residents continued access to Sports Direct's products during its transition.
Key details:
Sports Direct is using the Tavern Street location as a pop-up store before its permanent move to Buttermarket.
The retailer has closed its Carr Street shop, moving the remaining stock to the temporary site.
A 20% store closing discount continues at the new location.
What's next: Sports Direct will join Flannels, GAME, USC, and Evans Cycles in the Buttermarket building later this year.
