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Timeline: Sports Direct’s brand acquisitions

With the news last week of Sports Direct’s plans to retail Firetrap product under the wholesale price, Drapers takes a look back at the sport giant’s past brand acquisitions.

October 2012 - Sports Direct is rumoured to be the favourite to take over DKNY’s menswear licence after the luxury brand terminates its contract with Indian textile manufacturer, S Kumars Nationwide (SKNL).

October 2012 - Sports Direct announces it will sell Firetrap product for less than the wholesale price, both in store and online, from November 1, contradicting its previous announcements to maintain the brand’s wholesale status and provoking threats from indie stockists to pull spring 13 stock orders.

October 2012 - Sports Direct buys 20 of rival retailer JJB Sports’ stores acquiring the brand, website and Slazenger Golf brand licence, as the company announces the appointment of administrators, KPMG.

March 2012 - Fashion brands, Firetrap and Full Circle, are rescued from administration as Sports Direct adds to its growing fashion portfolio and expands its recently created Premium Lifestyle division.

January 2012 - Sports Direct acquires Hot Tuna, the unprofitable ski and surfwear brand, days after losing out to JD Sports in the race to secure Blacks Leisure.

August 2011 - Sports Direct acquires US extreme sportswear brand, No Fear, after a six-month bankruptcy battle with American courts.

July 2011 - Mike Ashley splashed out £7m on buying an 80% stake in USC and designer chain Cruise from Sir Tom Hunter.

June 2010 - Skiwear brand Nevica joins Sports Direct’s extensive list of stocked brands as owner, Paul Goldstein, sells its worldwide rights to Mike Ashley.

July 2008 - Sports Direct acquires Goldigga, beating off stiff competition from suppliers as well as the brand’s founder, Aaron Thalman, to rescue the teen fashion brand from impending administration.

April 2008 - Sports Direct adds women’s sportswear brand, USA PRO, to its expanding portfolio.

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