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Oct 24, 2018
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Sports Direct is UK's most loathed brand according to poll

Published
Oct 24, 2018

Sports Direct has been voted the most loathed retail brand in the UK and House of Fraser has seen its popularity decline dramatically over the last two years, a new reader poll by Money Saving Expert has shown.



Sports Direct topped the list of the ten 'most loathed' brands with almost 3,000 votes, followed by Apple with 1,557 votes and Currys/PC World with 1,164. House of Fraser, which was acquired by Sports Direct in August after falling into administration, ranked fourth with 1,054 votes. This was a sharp contrast with the publication’s last poll in 2016, when the department store came in number 31. Primark completed the top five most loathed brands.

A spokesperson for Sports Direct commented: "We don't believe this poll is a true reflection of customer opinion. By contrast, Sports Direct was listed as No1 in a top ten of the most improved global brands published by the YouGov BrandIndex earlier this year."

A spokesperson for House of Fraser said: "We are surprised by this poll, as we have received positive feedback from customers since the business has been under new ownership, which has saved stores and jobs. We are confident this will be reflected in future polls."

Meanwhile, Aldi, Amazon and John Lewis retained their place amongst the top ten 'most loved' brands, coming in first, second and third with 2,908, 2,636 and 1,979 votes respectively. Marks & Spencer followed by 1,788 votes and Lidl ranked 5th with 1,688 votes.

7,600 readers answered the Love or Loathe poll, conducted by Money Saving Expert, at the end of last month.

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