Sports Direct to take over old H&M on struggling shopping street

A new major retailer is to join one of Nottingham’s struggling shopping streets. Sports Direct looks set to take over the former H&M unit in Lister Gate, after the Swedish brand relocated to Victoria Centre at the beginning of May.

The sports gear retailer has submitted a planning application to Nottingham City Council to display advertisements and illuminated signs as part of the revamp. Details of the proposed development show alterations to the existing ground floor shopfront and display of associated advertisements.

The plans come only two weeks after H&M officially vacated the 2,695sqm building on May 13. According to the plans, the store will employ 15 full-time members of staff, while the opening hours are yet to be decided.

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Lister Gate in Nottingham city centre has been left bare after a number of retailers departed from the street. This includes M&S Home, Boots, Shoe Zone, and WHSmith and followed the closure of the Broadmarsh shopping centre in 2021, which led to a decline in footfall.

Besides the usual athletic gear that Sports Direct has on offer, the new store will also bring shoppers items from its sister brands, USC and GAME. Brands available through USC include Calvin Klein, Vans, and Ted Baker, while GAME brings shoppers the world’s most popular video games.

Sports Direct is owned by the Frasers Group, with the giant having already opened a store in Lister Gate just months ago. Flannels, a luxury shop providing brands such as Gucci and Saint Laurent, relocated from nearby Bridlesmith Gate in October 2023.

It is unclear whether Sports Direct’s branch in Clumber Street will close as a result of the new opening. Regardless, shoppers have expressed their excitement regarding the rejuvenation of the “dead area”.

Lianne Sulieman, 24, from the city centre, said: “That’s great. It would make the area nice and active. I don’t want it to become residential so that’s a nice plan.

“I’ve been in Nottingham since 2018. I think it’s been quite a dead area so this will help.” Another city resident, Chany Boonruam, added: “I just come here for something to do. I don’t really mind where Sports Direct is.

“I just order everything online. I don’t actually go into many shops anymore.” Another Nottingham shopper, Laurie Cavangh, 35, prefers other cities.

She said: “Nottingham is a dump now and it makes me feel sick. There’s not much here. It’s not like Lincoln where it’s actually quite nice.”

The opening date of the new Sports Direct store has not yet been revealed.