Pilch will be moving into the former River Island premises in London Street adjacent to the Jarrold Department Store at the end of August. The Pilch store has been the place to buy sports equipment in Norwich for over 100 years and was acquired from the Pilch family by Jarrold last year.

The move to the new site will enable Pilch to increase its selling space by around 40%.

Peter Mitchell, managing director of the retail division said "We have been really pleased with how well the Pilch business has performed since we took it on. But on the existing site there was no room to increase the selling space. By moving the store into the former River Island site we will be able to increase the retail space significantly and bring an even better service to Pilch customers".