SPORTS Direct is to open a new store in Darlington, it has been revealed.

'Closing Down' notices went up at its current town centre premises on Friday, prompting fears it was pulling out of the town.

However, a spokesman for the sports clothing and equipment company said this was far from the case and added they were looking forward to continuing their association with the town.

Employees said they did not know when the store on East Street was due to close its doors when asked by shoppers, but believed it would be a matter of months.

Signs were erected on the outside of the building and along fencing bordering the nearby River Skerne announcing that prices were being reduced as a result.

The move caused a flurry of comments on social media, with people wondering what was going to happen to the premises and what it meant for the company going forward.

However, late on Friday afternoon the spokesman confirmed the store would be relocating elsewhere in the town.

He said: "We'll be announcing plans to open a new store with increased trading space at a different location nearby in the New Year.

The Northern Echo:

The TK Maxx store in Darlington before it closed. Could this be where Sports Direct is moving to?

"This is part of our store elevation strategy, and we look forward to continuing to have a great relationship with customers in Darlington."

The spokeswoman said he could not reveal where the new premises would be.

It is thought, however, that the location is not far from where the current store is located, with the former TK Maxx location on Crown Street seemingly the favourite.

The move is part of a major new strategy by Sports Direct, which is promising a 'premium grade experience' for shoppers. It is aiming, it says, to become 'the Selfridges of Sport'.

The decision to relocate will be viewed as a vote of confidence in Darlington, especially as there have been a number of companies departing this year.

Argos closed its Skinnergate store and moved to Sainsburys, while Starbucks closed its town centre cafe on Northgate. Hairdresser Toni & Guy also closed its doors on Posthouse Wynd.

It's not all been closures though. Dunelm is preparing to open a major new development near Morton Park.

Councillor Chris McEwan, Darlington Borough Council’s cabinet member cabinet member for economy and regeneration, said he was “well informed” that Sports Direct would retain its town centre presence – and an expanded one at that.

 “We can’t be complacent, and we will continue to do our bit so that people still want to go to the town centre, whether it be with parking offers and bus travel offers, or other significant events like the opening of the new Hippodrome.

“We want to have a thriving and robust town centre offering,” he added.