DK Capture
A new sportswear store has opened in Bournemouth town centre with a ribbon-cutting ceremony led by the Deputy Mayor of Bournemouth, Councillor George Farquhar.
The opening of Sport It First on Old Christchurch Road drew friends, staff and members of the local business community who gathered to celebrate the launch of the family-run, independent retailer.
Councillor Farquhar congratulated the owners, saying it was a pleasure to mark the achievements of a local business. He welcomed the store to Bournemouth on behalf of the Mayor and residents, adding that he looked forward to shopping there himself.
The new store has already seen strong trading, attracting both summer tourists and local shoppers. The 5,500 square foot site, previously home to WHSmith for more than 100 years, has been fully refurbished and now features a dedicated “bargain bunker” with further discounts on sportswear brands.
Sport It First offers a mix of value-driven labels such as Gymshark and Represent alongside high-street favourites including Puma and Under Armour. The new Bournemouth branch is now the company’s largest and most prominent location, joining existing shops in Poole and Salisbury.
Owner George Cole said he was delighted with the reception from the community. He described the opening day as a proud moment for the business and praised the early support from customers.
The company’s connection to the local area extends beyond retail, with Sport It First sponsoring community outreach programmes as well as players at Bournemouth Rugby and Cross Court Padel.
The Bournemouth opening has also created new jobs in the town centre and is part of the company’s wider growth strategy. Plans are in place to launch further stores along the south coast next year.
