Sports Direct International is planning to change its name to Frasers Group.
The retailer said the rebranding, which is subject to shareholder approval, would represent the group’s “elevation strategy”.
It stated to shareholders: “The board believes that the change of name of the company from Sports Direct International plc to Frasers Group plc is reflective of the business strategy of the company to elevate its retail proposition across all channels and demonstrates the transformation of the company over recent years into the holder of a diversified portfolio of sports, fitness, fashion and lifestyle fascias.”
