The JJB Sports chain of retail outlets and gyms has been partially sold in Britain with rival Sports Direct taking on 20 of the 150 stores, stock and the Slazenger golf license held by the company.
The failure to find another buyer for more stores, despite over 100 expressions of interest to administrators KPMG indicates the impact of falling consumer demand in the leisure wear sector.
The company has four stores and two gyms in Ireland.  Located at Blanchardstown and Liffey Valley, Dundalk and Limerick, these are to continue operating as a going concern while KPMG seeks a buyer here.
JJB Sports was founded by Wigan Athletic majority shareholder Dave Whelan.  It was floated in 1994 but has suffered recently with a major restructure and €36 million of additional investment failing to turn the business around.
The sportswear market has split in recent years with a premium end continuing to attract ‘lifestyle’ custom attracted by the heavy advertising of brands like Nike and Adidas, as well as a clearance style approach headed by Sports Direct where outlets offer deep reductions in a bid to generate turnover.
The increased levels of sports participation across all social groups means it remains a market that will attract sales but as the story of JJB Sports shows it is vital now, more than ever, to pitch product at the right price for the right audience.
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