Dave Forsey Chief Executive 19 July 2012 - Sports Direct International

8 / GROUp OVERVIEW
retail stores
Uk
The Group’s UK stores (other than Field & Trek) supply a wide range of
competitively priced sports and leisure equipment, clothing, footwear and
accessories under a mix of brands. We stock third-party brands including adidas,
Nike, Reebok and Puma. Group-owned brands include Dunlop, Slazenger and
Lonsdale. We also sell licensed-in brands.
A significant proportion of the revenue in the stores is derived from the sale of the Group-owned and
licensed-in branded products, which allows the retail business to generate higher margins while at the
same time differentiating the Group’s stores from those of its competitors, both in terms of the range of
products on sale and the competitive prices at which they are offered.
in-store
The Group continues to enhance its in-store offering with dedicated
areas for specialist product collections.
Since 2007 we have owned 25% of Brasher Leisure, trading as
Sweatshop. This has enabled us to develop the SheRunsHeRuns
concept in our stores. To date, 50% of our stores have a dedicated
SheRunsHeRuns area, and 15% have a Field & Trek product area.
Our newest collaboration with Soccer Scene and The Boot Room is
currently in 80% of stores.
international
The Group has retail interests outside the UK and has a flexible
approach to entry into new markets. These interests include wholly
owned retail outlets (in Belgium, Holland, France, Luxembourg,
Slovenia and Portugal trading as Sports Direct), joint ventures with
other retailers (such as in Heatons stores in Northern Ireland and
the Republic of Ireland) and stores within another retailer’s store
(as in Cyprus). Since December 2010 we have acquired a 50.1%
stake in the third largest sports retailer in Portugal, Sports Direct
Portugal, which operates out of 13 stores.