Further brand sales on the cards as Sports Direct tries to become the ‘Selfridges of sports’ – Telegraph.co.uk

Sports Direct is mulling the sale of more of its tired brands as it seeks to pursue a highly ambitious move to  become the “Selfridges of sports”.

Sources have said that Dunlop is the first in a list of brands to be dumped as part of Mike Ashley’s strategy to move the company more upmarket.

Analysts have suggested that Everlast and Lonsdale could be disposal candidates too, while questions were also raised about the future of its ownership of the Kangol brand. 

Shortly after Christmas, the sportswear giant offloaded Dunlop, once known for its green flash shoes, to Japan’s Sumitomo Rubber Industries in a $137.5m deal. Mr Ashley, Sports Direct’s founder, bought the Dunlop and Slazenger brands together for an estimated £40m in 2004.


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