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Sports Direct opens first Irish megastore

Sports Direct has opened its first megastore in Ireland, as it seeks to steal market share in the country.

The 37,000 sq ft six-storey unit on Dublin’s North Earl Street is in the former Boyers department store building just off O’Connell Street. It features more than 250 brands from Sports Direct and young fashion chain USC, which is new to the Irish market.

Leonard Brassel, managing director for Sports Direct Ireland, said: “The opening of the megastore in Dublin is a key part of our ongoing and ambitious store expansion programme for Ireland in 2017.”

Sports Direct was previously eyeing the former Clerys store on O’Connell Street, before buying the Boyers store for €12m (£10.3m) in May last year.

The retailer struck a deal to take full control of Irish department store chain Heatons in October 2015 for €47.5m (£47.7m).

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