Sports Direct may still have a reputation for cluttered branches with surly staff and screaming banners, but it is also packed with shoppers. Its owner, Frasers Group, is now run by founder Mike Ashley’s son-in-law, Michael Murray, who has tried to make the retail empire sleeker.
Even Sports Direct now has some pricier, more fashionable brands thanks to fostering better relationships with big sporting names. The chain is flourishing, in spite of the cost of living crisis.
Now Sports Direct is going deeper into Europe. Frasers, a FTSE 100 company, last week took over Germany’s SportScheck chain, which owns 34 prime city stores. It is the latest salvo in Frasers’ ambition to become Europe’s biggest sports retailer, planting the flagship stores demanded by big