MIKE Ashley’s attempted foray into the hipster stronghold of Brixton has officially ended after the tracksuit tycoon's bid to buy one of South London’s most popular markets collapsed.

The Sports Direct founder had been linked with a £30m bid for Brixton Village and Market Row.

However, it has been confirmed that the deal has fallen through.

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Property sources indicate the seller, London & Associated Properties, did not deem the Newcastle United owner’s interest serious enough to continue the process.

The market, which generates a rental income of £1.3m per year, is now under offer to another unidentified party.

Brixton Village and Market Row, which boast an array of independent restaurants, have grown in popularity in recent years amid an influx of young professionals coming to live in the area.

Mr Ashley last year bought a chunk of land in Brixton last year with plans to open a Sports Direct afoot.

The deal’s collapse comes as the tycoon’s efforts to sell the Magpies appear to be faltering.

Businesswoman Amanda Staveley, who was born near Ripon and is the daughter of Robert Staveley, the landowner who founded the Lightwater Valley theme park, has signalled her potential takeover of the club is off the cards.

Sports Direct saw half year profits plunge 67.3 per cent to £45.8m in the first half of its financial year.

The business is moving into the former TK Maxx building, on Darlington’s Crown Street, from a unit on the neighbouring East Street.