Sports Direct performs u-turn and will remain closed

Shirebrook-based Sports Direct has said it will now not open its high street stores after initially sending an email to staff saying it – along with its Evans Cycles outlets – would  defy the Prime Minister’s appeal for non-essential shops to shut.

In an email to staff sent last night after Boris Johnson’s address to the nation which enforced a lockdown on the UK’s population, Sports Direct said it – and Evans Cycles which it owns – will “remain open where possible”.

The email read: “We stock a huge range of sports equipment designed for exercising at home from yoga mats, gym balls, skipping ropes, weights, resistance bands through to bikes, treadmills, rowing machines, static exercise bikes, multigym fitness clothing and footwear in order for people to remain fit and healthy during this period of isolation. Indeed, home fitness is the number one trending topic on social media after coronavirus itself.

“Against the backdrop of the closure of gyms, the demand for these types of products has increased exponentially as the population looks to maintain a healthy lifestyle. Consequently, we are uniquely well-placed to help keep the UK as fit and healthy as possible during this crisis and thus our Sports Direct and Evans Cycles will remain open where possible to allow us to do this (in accordance with the Government’s social distancing guidance).

“There is no-one else that has the range of product and range of stores to make this reasonably accessible for the whole population.”

However, this morning, after a severe backlash on social media, Sports Direct’s CFO told the BBC: “To clarify the earlier message, we will not open Sports Direct or Evans Stores to the public, even though government policy excludes bicycle shops from closure until given the go-ahead by Government.”

Sports Direct owner Mike Ashley immediately came under fire for the decision last night with a host of familiar faces railing against the decision.

Jeff Stelling, who presents Soccer Saturday for Sky Sports tweeted: “Seriously tried to stay quiet but for Sports Direct to say they are essential and will stay open is a disgrace. It helps jeopardise all of us. I suggest the police should enforce closure of every shop like this and there should be huge penalties against them taking the piss.”

Earlier in the day, Ashley’s Fraser Group suspended a share buyback scheme and last week issued a profit warning.