The Group commenced trading as a single store in Maidenhead, founded by Mike Ashley in 1982. We have now expanded to become not only the UK's leading sports retailer by revenue and operating profit, but also the owner of a significant number of world famous sport, fashion and lifestyle brands.
The Premium Lifestyle division operates c. 130 stores in the UK, under fascia's which include Flannels, Cruise, USC and Van Mildert. Internationally our growth has proven unrelenting, with our products being offered via wholly-owned retail outlets, joint ventures with other retailers and stores in other retailer's stores. We currently operate c. 270 stores in 19 European countries, and our strategy is to expand into all major EEA countries over the next 3 - 5 years.
The site gives you access to a huge range of quality sports apparel being sold by our retail partners, which you can arrange to have delivered to your door from our extensive online catalogue.
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