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Introduction

Sports Direct International Plc. has been one of the successes in UK high street retail over the last 10 years. The sports apparel and equipment retailer has grown rapidly, hastening the demise of former market leader JJB Sports into bankruptcy in 2012. This signifies a notable achievement in a changing retail environment where on-line pure plays such ASOS Plc. threaten high street retailers.

Features and benefits

* In-depth assessment of the business strategies employed by Sports Direct International Plc.
* In-depth assessment of the financial performance of Sports Direct International Plc.

Highlights

Sports Direct's core retail strategy utilizes the power of popular sports brands, including Nike and Adidas, by discounting such products, to attract consumers and drive footfall into stores.
Store footfall presents the opportunity to sell merchandise from the group's portfolio of owned brands which carry higher profit margins. Many of these brands have been purchased from administrators of failed businesses and stretched over a wider range of merchandise to fully capitalize on the brand equity.

Your key questions answered

* How has Sports Direct International built a successful retail model?
* How has the business diversified into on-line and international operations?

Table Of Contents

Sports Direct: Innovation in sports retail: Leveraging the power of brands
OVERVIEW
Catalyst
Summary
GROWTH INTO A MAJOR UK RETAILER
Unprecedented growth has propelled Sports Direct into the FTSE 100
Sports Direct has expanded rapidly in recent years
While unconventional, Mike Ashley is a key asset to the business
LEVERAGING THE POWER OF SPORTS BRANDS
Brands are central to the retail strategy
Discounting popular brands drives the retail strategy
Diverse brand portfolio is a key strength of the business
Brands purchased from administration have performed strongly
Diversification into lifestyle brands compliments core product offering
USC is set to repeat the success of Sports Direct in premium fashion division.
STORES ARE A KEY PART OF RETAIL STRATEGY
Store strategy fundamental to success of the business
Stores have a strong discounting focus
Merchandising approach maximizes revenues.
Stores-within-stores provide breadth
ONLINE and INTERNATIONAL CHANNELS
Online and international channels provide potential for growth
Online revenues have grown rapidly
The absence of click and collect may be a strategic choice
International expansion has been measured
CONCLUSIONS
Disruptive retail strategy has been central to success
APPENDIX
Sources
Further Reading
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