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JD Sports Fashion acquires Sonneti from WDT

JD Sports Fashion has bought men’s young fashion brand Sonneti from the WDT stable of brands.

JD Sports Fashion is expected to use Sonneti as an own label in its store. It is not known what difference the new ownership will make to Sonneti’s wholesale operation.

A deal was secured yesterday for an undisclosed sum.

JD Sports Fashion has been adding to its brand portfolio with both international and brand acquisitions in the last few years as its sports fashion niche and branded young fashion offer continues to perform strongly.

JD Sports Fashion’s sales in the year to January 30 climbed 15% to £770m, including a £48.1m contribution from acquisitions such as rugby brand Canterbury Europe and French retailer Chausport.

WDT confirmed the sale but declined to comment further.

WDT also owns Fullcircle and Firetrap. It said it had retained the SC51 brand, which was born out of Sonneti last year.

Readers' comments (1)

  • This was a done deal ages ago. There will be no wholesale operation as this would potentially take away sales from SC51, which reappeared after many years away from the WDT stable. However, WDT should of kept the brand and not relaunched SC51, but money talks I suppose...

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