Sports Direct has bought the freehold for 161 – 167 Oxford Street from Aviva Investors for £108 million.
The space will be used for a new flagship store for the Flannels brand. Flannels is the UK's largest independent luxury retail group, specialising in contemporary mens and womenswear designer fashion, footwear and accessories.
Sports Direct acquired a majority stake in the group four years ago.
The company added that it would be redeveloping the offices above the retail space in order to replace its former offices at New Cavendish Street.