Sports Direct International set for a rebrand

Company will be renamed Frasers Group to reflect its proposition across all channels.

The Sports Direct International retail empire is to be rebranded to Frasers Group.

The name change is due to be proposed at a general meeting on Monday December 16, reported TheIndustry.Fashion.

The group – owned by Mike Ashley – encompasses flagship brand Sports Direct, plus luxury retailer Flannels, preppy fashion brand Jack Wills, USC, and House of Fraser. It also owns a variety of sports and streetwear brands including Slazenger, Firetrap, Lonsdale and Karrimor.

The move is reflective of the business strategy of the company which has changed from solely being a retailer in sports apparel, through to being equally successful in the lifestyle and luxury markets.

In addition, Sports Direct is planning to upgrade a number of House of Fraser stores to a new luxury format which will be called Frasers (after the retailer’s Glasgow store). The first Frasers store will open in 2020 in Wolverhampton’s Mander Centre.

(Image: Kolforn (Wikimedia))

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