Sports Direct ready to sell further brands, say analysts

Sports Direct could be set to offload more of its value brands, according to reports.

Over Christmas, the Shirebrook-based firm sold its Dunlop brand to Japan’s Sumitomo Rubber Industries in a $137.5m deal and could now be ready to dispose of its Everlast and Lonsdale marques.

Reports say that the move could be another landmark in Sports Direct trying to position itself as “the Selfridges of sports”.

The firm owns 28 brands, but wants to align itself to names such as Nike and Adidas, according to analysts.

Reports say that Mike Ashley has been leading negotiations with House of Fraser’s chairman, Frank Slevin about putting concessions for Lillywhites, the historic sports retailer acquired by Mr Ashley in 2002, into the department store chain.