Take a look inside Hull's new Sports Direct store - and it's HUGE

By Hull Daily Mail | Posted: 7 Dec 2017

The huge, flagship Sports Direct store set to open in Hull on Thursday could “inspire” other national retailers to move to the city, bosses have said.

With 52,000sqm of space spread across four floors, the retail outlet will offer a massive range of products from Asics running gear to Hugo Boss aftershave.

The Mail has been given an exclusive tour and first look round the mega store, which is one of the chain's biggest five units in the country.

It is already full of stock, including 50,000 pairs of footwear, and is set for an estimated opening time of 5pm on Thursday.

“The design team has done an outstanding job,” store manager Rob Sidwell said.

“This store will blow all other competitors out of the water.

“I think it could attract other retailers to the city when they see what we have done with one of the old buildings. It could even inspire someone like John Lewis.


First look at the new Sports Direct store on Ferensway, Hull (Image: Katie Pugh)

“This is a brand new style and the future of Sports Direct. It is more shopper-friendly and it provides an atmosphere which will encourage people to return.”

Around 80 staff have worked round the clock since Saturday to get the store ready, after the previous store in St Stephen’s closed on Wednesday evening.

All the staff have now moved to the new premises, based across Ferensway at the old Poundland building.


First look at the new Sports Direct store on Ferensway, Hull. Pictured is footwear supervisor Ian Cunningham (Image: Katie Pugh)

The rather chaotic and cramped floor plan endured by shoppers at the St Stephen’s store has disappeared, with a better layout and a lot more space.

“I personally cannot wait for people to experience the wow factor,” Mr Sidewell said. “I think they will be blown away.

“It will be a different experience for customers but we are not shying away from the value for money we provide.


First look at the new Sports Direct store on Ferensway, Hull (Image: Katie Pugh)

“USC will have some top brands, such as Lacoste, and we will sell Police sunglasses and Hugo Boss aftershave.

“We also have dedicated sections for horse riding and fishing which we didn’t have before.”

The Sports Direct unit at Kingston Retail Park has also closed with the staff moving to the new store, but the Kingswood store will remain.

There will be 16 tills across the four floors to ensure there are no major queues, with 80 staff working at the store.


First look at the new Sports Direct store on Ferensway, Hull (Image: Katie Pugh)

Regional manager Paul Dearing, who is from Hull, says the move represents a huge investment by Sports Direct.

“There is 52,000sqm of space and this will easily be the biggest store on my patch,” he said.

“We have invested millions in both purchasing the freehold and refurbishing the building.

“This is one the top five biggest Sports Direct stores in the country.


First look at the new Sports Direct store on Ferensway, Hull (Image: Katie Pugh)

“It will be interesting to see how this location works as St Stephen’s has a huge footfall but we believe it will work very well.

“But Ferensway is looking fantastic now with us, the new Hilton hotel, Hull Trick and St Stephen’s.

“The staff are incredibly excited to be working here but I don’t think they understand how good it will be.”

All the stops have been pulled out to ensure the store opens for the festive season.


First look at the new Sports Direct store on Ferensway, Hull (Image: Katie Pugh)

“We started the refit on Saturday and it has been a 24-hour operation to get it ready,” Mr Dearing said.

"We have drafted shopfitters in from as far away as Chester and North Wales. It is massively important we were open before Christmas.”

The ground floor will contain USC and fashion while the first floor will contain general leisurewear and cheaper brands.

The second floor will have specialist divisions such as running, along with ladies and children’s wear. The third floor will contain even more specialist sports such as fishing and horse riding, along with football.



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