JJB Sports plans to revamp its store portfolio to help distance itself from rival Sports Direct.
The retailer, which saw profits drop 38.3% to £11.2 million for the six months to July 29, will launch a new concept at its Manchester Trafford Centre store in November. Elements of the refit will go into a further 250 stores.
It will feature a new logo, with product merchandised by sports category rather than brand.
Chief executive Chris Ronnie said he wanted to “re-energise” the stores. “Through Serious About Sport, we want to improve our offer and differentiate JJB from its rivals,” he said. He also plans to boost own-brand sales to about 25%, against 5% at present.
The group has signed a five-year UK distribution deal for sports brand Champion and has acquired a 48% stake in rugby brand Kooga. It is also in talkswith three other brands. JJB’s trial shop-in-shops with Nike and Adidas had not made “a material contribution”, Ronnie said.
Like-for-like sales at JJB rose 5.2% for the eight weeks to September 23.