A market that has become a grass-roots success story as a big destination for London foodies is set to be bought by retailer Sports Direct.

Sports Direct, run by tycoon Mike Ashley, is the front-runner to buy Brixton Village and Market Row from London & Associated Properties for around £30M, according to the Evening Standard.

Sports Direct has already bought land nearby, raising the possibility of some sort of redevelopment to create a large new store. But the market has covenants in place to limit the possibility of any new scheme.

Sports Direct has drawn criticism from MPs about its employment practices including its use of zero-hours contracts.

And Ashley has drawn ire from the supporters of Newcastle United, the football club he owns, over his running of the club.

Brixton Village is a mix of independent restaurants, food stores and retailers that has become a big draw among food lovers in London, but has itself drawn accusations of promoting gentrification in a traditionally working class area home to many of London’s first immigrants from the Caribbean.