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Sports Direct announces rebrand as part of “elevation strategy”


Sports Direct is to rebrand as Frasers Group as part of a bid to improve the company’s image.

The proposed rebrand, which will be voted on by shareholders on December 16th, comes after the retailer – founded by Newcastle United owner Mike Ashley – announced plans to launch a chain of luxury high street stores named Frasers.

The new stores will be modelled on Flannels, one of a number of brands acquired by Sports Direct as part of a spree that has also included Jack Wills and Evans Cycles.

A spokesperson said that the planned rebrand will demonstrate that the company is no longer just in the sports market.

“Once solely a leading international retailer in sports apparel, the company is now equally as successful in the lifestyle and luxury markets,” the statement read.

“With the enhancement of its retail proposition continuing to be a strategic priority, the proposed change in group name is central to the focused delivery of the company’s elevation strategy.”

Sports Direct opened its first store in 1982 and now employs over 29,400 staff across six business segments.

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