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The Group commenced trading as a single store in Maidenhead, founded by Mike Ashley in 1982. We have now expanded to become not only the UK’s leading sports retailer by revenue and operating profit, but also the owner of a significant number of world famous sport, fashion and lifestyle brands.Currently we operate c. 420 sports stores in the UK alone, the majority of which trade under the SPORTSDIRECT.com fascia. The Premium Lifestyle division operates c. 130 stores in the UK, under fascia’s which include Flannels, Cruise, USC and Van Mildert. Internationally our growth has proven unrelenting, with our products being offered via wholly-owned retail outlets, joint ventures with other retailers and stores in other retailer’s stores. We currently operate c. 270 stores in 19 European countries, and our strategy is to expand into all major EEA countries over the next 3 - 5 years.From the local SPORTSDIRECT.com high street store to the famous Lillywhites store in London’s Piccadilly Circus, there is a sure to be a SPORTSDIRECT.com store right on your doorstep, offering an incredible choice of football boots, running shoes, football kits, fitness clothing and much more.Alongside our retail outlets, www.sportsdirect.com provides a full multi-channel approach to improve your shopping experience. The site gives you access to a huge range of quality sports apparel being sold by our retail partners, which you can arrange to have delivered to your door from our extensive online catalogue.Whether you are a beginner or a professional, our diverse product range will assist you to train and improve in your chosen sport or activity. Made by world famous external brands such as Nike, adidas and Puma, as well as internal brands such as Dunlop, Slazenger, Everlast, Lonsdale and Karrimor, the quality of our products is exceptional. Our specialist sports apparel and fashion based retailing ensure that we stock everything that you need, whether you want to master a sport or just remain on trend.
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