Balancing Act Needed To Ensure Sales Increase And Growth For The Jd Group

The John David Group, owners of the retail sports stores JD Sports

, experienced some troubles with one of their rivals, JJB Sports, in relation to the sale of sweatshirts, tracksuits and trainers, however despite the troubles that they had, JD Sports sales were still strong in this sector of the retail market.

Due to the fact that many of the sportswear items for sale at JDs are exclusive to the JD Group, this has allowed the group to distance itself from the everyday sportswear items that any rival store would be selling. This could be one of the reasons that sales remain strong, even with sales and specials being put forward by rival stores. With exclusive merchandise, JD Sports can continue to offer something different to the customer not found in other stores.

There were also issues involved with the purchase of First Sport, which occurred in 2002, and this led to a decrease in sales for a short period of time. It is believed the JD Group were so focussed on the acquisition of First Sport, that less time and effort was dedicated to the current JD sportswear stores that were already in business. Once the acquisition settled, sales began to improve once again. This was positive news for the JD Group, and they were able to breathe a small sigh of relief when sales increased by 7% and they could begin to think of the acquisition of First Sport as a good thing.

The trick was to now balance up the payments between the first and second halves of the year in order to keep overall annual sales steady and rising. This would also ensure that the JD Group did not fall on the stock market and to ensure continued growth for shareholders.

JD Sports Fashion PLC has long been established as the leading UK specialist multiple retailer of fashionable branded and own brand sports and casual wear, principally through the growth of its main retail fascia, JD Sports.

by: Toby Dicks

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