It operated throughout the island of Ireland and sold fashion, homeware and sporting goods.

Heatons briefly held a franchise for British Home Stores,[1] and also co-located some shops with Iceland during their first venture into Ireland.

[4] Following the acquisition, any new Heatons shops were built with an attached Sports Direct section and existing Heatons shops were altered to additionally accommodate a Sports Direct section.

Over the approximately five years following the acquisition, gradually all Heatons shops (from a peak of over 50) closed in their entirety to be converted into a Sports Direct shop alongside a smaller "Brand Max" section (another Frasers Group brand) selling some of what Heatons formerly sold.

All former Heatons shops in Ireland have now closed and been converted to Sports Direct, with the shops in the Republic of Ireland being operated by Heatons Ltd (now a subsidiary of Sports Direct) and the shops in Northern Ireland being operated by Sports Direct's UK subsidiary.