A budget sports clothing shop will be opening in Bracknell town centre towards the end of the year.
Sports Direct will be taking over the Sainsbury's retail unit in Princess Square.
The Lexicon confirmed it will be opening its doors in November, later this year.
Sports Direct will also include the brand Evans Cycles which sells clothing and accessories for cyclists.
Rob Morris, general manager at The Lexicon, said: “We are so pleased to be able to welcome the ever-popular Sports Direct store to Princess Square.
"With an offering including a plethora of brands, as well as an Evans Cycles, which we know will be a popular addition for the many local cycling enthusiasts, we’re looking forward to offering even more choice to The Lexicon’s customers!”
The new store is part of the retail giants new strategy to combine lifestyle brands with sports.
Sports Direct will form part of the ongoing refurbishment of The Deck.
James France, Head of Global Leasehold Properties at Frasers Group, said: “This new location in Bracknell demonstrates the Group’s confidence in our elevation strategy and commitment to opening premium retail destinations throughout the UK.
"Our new multi-fascia lifestyle stores offer customers the very-best sporting and lifestyle brands. The ongoing refurbishment of Princess Square and the addition of The Deck are real signals of intent from the developers of how they intend to cater to the wider Berkshire catchment, so we’re delighted to be moving into The Lexicon and join in this exciting project.”
One Bracknell Forest Council member behind the regeneration of Princess Square explained how it will be a "great addition" to the town.
Cllr Marc Brunel-Walker Executive Member for Economic Development and Regeneration, added: “This is great news for Princess Square and The Lexicon. It is fantastic that Sports Direct shares our excitement for the future of the town centre.
"I am sure residents will welcome this addition to the town centre.”
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