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Sports Direct launches new enterprise BrandsMax

Mike Ashley’s Sports Direct is developing a new business called BrandsMax.

According to the BrandsMax website, which is currently live, stores are “opening soon”. The only store listed is located in Shirebrook, the location of Sports Direct’s headquarters.

The site has a womenswear, menswear and children’s clothing sections, though stock appears to be limited to a few thermalwear items and accessories, Retail Week reports. 

It says on its website: “BrandsMax was developed to offer a destination to those seeking a curated mix of of the best lifestyle brands from all around the world to decorate their home and fill their wardrobe.

“Our ethos is centered around finding you the brands you love for less.”

Drapers has reached out to Sports Direct for comment.

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