Sports Direct’s new Coventry store set for grand opening Saturday 2nd of March.

“it’s been a long time coming”.

(Store manager Emma)

The long-awaited opening of Coventry’s new Sports Direct store is finally set to take place this coming Saturday the 2nd of March.

Plans have been in place for the store to relocate to the Upper Precinct for almost two years with the initial planning applications being available on the council’s website with the reference number PL/2022/0000074/LBC.

The previous location on Market Way is still open for business with staff busy boxing up stock to be transferred to the new store or other Sports Direct stores requiring the inventory.

I spoke to Emma, the manager of the new site. Her initial comment was that “it’s been a long time coming.”

Emma went on to say, "As you know we've been under construction for quite some time and it's nice to finally be opening.”

The store itself looks very nice, it has two floors, it is well lit and spacious. Clearly a lot of thought has

been put into designing the space in a way that makes shoppers feel comfortable, all too often we find shops are cramped and quite dim.

When I mentioned the look of the store, Emma stated "the idea was to go for a more upmarket appeal, we want shoppers to be comfortable". To go with that upmarket appeal the store will also be home to a new USC store, Emma was particularly excited about this aspect of the opening, saying "it means we will have a number of designer brand items which will hopefully help with the image we are trying to create. 

As well as an internal USC store, the Sports Direct will be the new home for Coventry’s GAME, which until now has been situated in the Lower Precinct.

The GAME store that is moving into the Sports Direct has long been considered too small and quite a tight space for the wares that GAME offers.

This sentiment was echoed by GAME's assistant manager Kevin, he mentioned that the layout of the new space allocated to GAME is “well thought out” saying “it allows us to focus more on the products that sell well without wasting space on things that don’t”

Kevin is most looking forward to GAME’s new “BELONG ARENA”, this is an area “dedicated to esports”.

Kevin said, “for the two weeks after we open, we will be holding try-outs for our own gaming team, everyone is welcome to come and have a go.”

The space is also available to be booked for events.

Kevin’s closing words were,

 “this is a new era for GAME, this is how we evolve, this is how we stay alive!"

The new Sports Direct, along with GAME and USC will open on Saturday the 2nd of March 2024, located at 43-47 Upper Precinct, Coventry, CV1 1DD.

Peter Whittington

WLV News