By Chloe Rigby

Sports Direct [IRDX RSDI] this week unveiled full-year results, with group revenue of £3.2bn in the year to April 30, up by 11.7% on the same time last year. Pre-tax profits of £281.6m were down by 22.2% on last time. Chief executive Mike Ashley said the retailer was on course to become “the Selfridges of sport,” as it moves to a new generation of stores, and that trading in new flagship stores was “exceeding expectations”.

Sports Direct is a Top50 retailer in IRUK Top500 research: here’s what it said about its multichannel strategy.

Digital commerce

Sports Direct has a single web platform underpinning all its websites and ecommerce sites. This, said Sports Direct, means investment in ecommerce and in the online customer experience is made more efficient.

During the full year, the group’s marketing and ecommerce division “significantly re-styled and elevated our fascias’ and brands’ online presence in line with our new generation concept”. It launched an ecommerce app for Sports Direct, which is also adapted for its premium brand Flannels, and its Firetrap lifestyle brand. The app is driven by the group’s centralised web platform, and works on both Android and iOS.


Sports Direct says it is developing more “tailored” approaches to key local markets, now being implemented in initial countries. During the year it bought the final 49% of Portguese business Cacifo Comercio de Artigos de Desportos to take it under…