A new bargain shop that was expected to fill a city centre prime unit is yet to open, two months after it said it would. The old Sports Direct unit on Oxford Street in Swansea city centre has stood empty ever since the company left a year ago.
While Sports Direct relocated to Parc Tawe retail park, posters appeared on the huge 7,000 square foot unit advertising a new bargain shop 'Sterling Plus' would be taking it on. The "Grand Opening" was promised for April 2023 but the shop has still not opened - and there's nothing to suggest the site is anywhere near ready to open either.
There's no signage on the unit and there doesn't appear to have been any construction works. WalesOnline understands no-one has been seen going in or out of the unit since Sports Direct closed down and the posters put up earlier this year remain untouched. The April 2023 opening has long been and gone although they continue to boast: "Coming Soon Sterling Plus. Your one-stop Superstore for all your daily needs at competitive prices. More value for your money. sterlingplus.uk Grand Opening - April 2023."
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What's more, as of June 5, the Sterling Plus website does not seem to be working, giving some to question whether the new store will ever arrive at all. There doesn't appear to be any social media accounts for the company either.
Previously, after Sports Direct left Oxford Street, the owners of the building - Star Pacific - offered six months' free rent to anyone who wanted to take the unit on. It was later that posters for Sterling Plus appeared on the unit's windows.
Earlier this year, the Sterling Plus website gave an insight into what customers can expect from the store. It said: "Brexit, Covid, Ukraine war, climate change, recession – it seems there is no end to how common man is being squeezed. Food banks and now warm banks seem to have become the next normal in one of the richest economies of the world.
"We at Sterling Plus are trying to maximise the value of pound in terms of what you can buy with it. Short dates, best before stock, stock lots, brand alternatives, and syndicate buying are the few techniques we have incorporated into the procurement culture to ensure that we bring the cost of basic FMCG (fast-moving consumer goods) down to the extent possible (sic).
"We intend to open warehouses for retailers all over the country and invite interested businesses to join hands to strengthen the team for better prices. We are pleased to have confirmed Sterling Plus warehouses in Telford, Swansea, and Leicester."
Star Pacific, the company behind the six months' free rent advertisement, has been contacted for information on Sterling Plus' plans for the unit.
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