Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

We need to do a better PR job, says Sports Direct boss

Sports Direct needs to do a better job of defending itself when faced with controversy and criticism, chief executive Dave Forsey has admitted.

In an interview with Drapers’ sister title Retail Week, Forsey signalled his intention to address the Mike Ashley-owned company’s reputation following public attacks over its use of zero-hours contracts and the treatment of former USC warehouse staff.

Forsey, who is facing criminal charges over his handling of the USC redundancies, said: “The negative media coverage is something we could have done better. We could have spent more time and got our side of the story across, but we are concentrating on the business.

“We do take our responsibilities very seriously. We need to do a better job, myself included, in making sure our story comes across.”

Forsey was unable to comment on the ongoing court case.  He has pleaded not guilty to the charges.

He defended Sports Direct’s use of zero-hours contracts, which he argued give much-needed flexibility, but vowed to keep their use “under review”.

The retailer, which has 450 stores, will continue to focus on rolling out larger formats such as on London’s Oxford Street, he added. “It gives the brands a chance to take more space, the likes of Nike and Adidas, and to give a wider choice and proposition to the consumer.”

 

 

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.