×
2 357
Fashion Jobs
REISS
Digital Content Editor
Permanent · LONDON
HEAD OFFICE
Buyer l7 – Vegetarian & Vegan
Permanent · BRACKNELL
HEAD OFFICE
Programme Manager Customer & Marketing
Permanent · LONDON
HEAD OFFICE
Process Manager – Treasury Operations
Permanent · BRACKNELL
MULBERRY
Commercial Finance Analyst
Permanent · LONDON
MULBERRY
Email & CRM Marketing Executive
Permanent · LONDON
MULBERRY
Warehouse Operative
Permanent · SHEPTON MALLET
BOOHOO GROUP
Commercial Finance Analyst
Permanent · MANCHESTER
REISS
Marketing Manager
Permanent · LONDON
ESTEE LAUDER
The Estée Lauder Companies - HR Partner, Retail - Maternity Cover
Permanent · London
HEAD OFFICE
Various CRM Roles Within John Lewis Financial Services
Permanent · LONDON
AUTUMNPAPER LIMITED
Alexander Mcqueen CRM Campaign Manager
Permanent · LONDON
BOOHOOMAN
CRM Assistant
Permanent · MANCHESTER
JOHN LEWIS
Loss Prevention Partner
Permanent · BRISTOL
JOHN LEWIS
Loss Prevention Partner
Permanent · EXETER
JOHN LEWIS
Loss Prevention Partner
Permanent ·
LRM GOODS
Marketing Manager
Permanent · GUILDFORD
VF INTERNATIONAL
dc Training Specialist
Permanent · COALVILLE
VF INTERNATIONAL
dc Team Leader
Permanent · COALVILLE
ESTEE LAUDER
Clinique - Consultant - John Lewis, Cambridge - 21 Hours - Part Time - Permanent
Permanent · Cambridge
ESTEE LAUDER
Clinique - Consultant - Boots, Horsham - 13 Hours - Part Time, Permanent
Permanent · Horsham
ESTEE LAUDER
Clinique - Consultant - Boots, Crawley - 13 Hours - Part Time, Permanent
Permanent · Crawley
Ads
Published
Nov 25, 2019
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Sports Direct to change name to Frasers

Published
Nov 25, 2019

In a move that shouldn't really come as a surprise given the direction the company has been going in, Sports Direct on Monday announced that it would rebrand itself as Frasers Group.


Sports Direct



The retail giant owns House of Fraser and is forging ahead with its plan to create a mini chain of high-end Frasers department stores and the company seems to think that the name change of the entire business will boost its overall image.

The name change isn't a done deal yet, as it will be voted on by shareholders in mid-December. But given the control that Sports Direct boss Mike Ashley has via his ownership of the largest chunk of the firm’s shares, it's a move that’s unlikely to be vetoed.

The name change will also be a sign that Ashley's plan for the Frasers chain is coming closer to fruition and the first Frasers store is expected to launch next year.

Sports Direct was founded in 1982 and helped to turn Ashley into a billionaire, although in recent years the company has suffered from major image problems and criticism over the treatment of its staff.

Ashley’s buying spree that saw him taking over a number of distressed businesses, the most prominent of which was House of Fraser, didn't help the company image, especially with profits coming under pressure. But with the Frasers plan taking shape it had seemed likely that a name change might be thought about.

“Once solely a leading international retailer in sports apparel, the company is now equally as successful in the lifestyle and luxury markets,” Sports Direct said in a statement. 

“With the enhancement of its retail proposition continuing to be a strategic priority, the proposed change in group name is central to the focused delivery of the company’s elevation strategy.”

Copyright © 2022 FashionNetwork.com All rights reserved.