Sport It First is opening a new flagship store in the centre of Bournemouth on Old Christchurch Road, taking over the former WHSmith building.
The local sportswear retailer, which recently marked 40 years in business, says the new site will be open in around a month following refurbishment.
Around 5,500 square feet across two floors will be used, including a basement area described as a ‘bargain basement’.
The building was occupied by WHSmith for more than a century.
George Cole, owner of Sport It First, said: “It’s a privilege to bring a new independent store to this iconic location.”
The Bournemouth store will be the company’s third, joining branches in Poole and Salisbury.
George added: “This third site is really going to be at the heart of our business.”
Around five to ten new jobs will be created with roles including assistant manager, supervisor and retail assistant. The store fit-out is being handled by Poole-based builders Best Build Southern.
The company says its town centre location should benefit from busy summer footfall and seasonal events like the Christmas Market.
Sport It First offers sportswear from Gymshark, Timberland, Represent and Under Armour. Two more store openings are being considered for 2026.