JD Sports is an English sports and outdoor wear retailer, founded in 1981, based in Lancashire. Despite competition from JJB and Sports Direct, the former’s fall into administration and the latter’s faltering reputation has meant JD Sports has prevailed with strong growth in an increasingly sought-after market. The highly profitable business runs two divisions – sports fashion and outdoor. It also trades online and is expanding internationally. Its outdoor business was bolstered by the acquisition of Go Outdoors in 2017. The retailer is developing its systems in-house as it looks to build itself into a “cutting-edge international multichannel retailer”. This includes the continued launch of new stores and localised websites across Europe, Asia, Australia and North America. Pentland Group, the owner of various sports brands including Speedo and Berghaus, has held a strategic stake in JD Sports since 2005.