DW Sports, set up by JJB Sports founder Dave Whelan, has joined sportswear buying group Intersport.
All 60 DW Sports stores, which stemmed from Whelan’s acquisition of JJB’s former fitness centres, will be rebranded as Intersport DW Sports in the next three to six months.
The move, which comes into force on April 1, is aimed to make the stores more recognisable as sportswear shops. DW Sports will use the Intersport brand in-store and in its marketing.
DW Sports chief executive Winston Higham said: “Becoming an affiliated partner with Intersport group will help both parties. DW Sports will benefit from the sports retail side of the business with our 60 sites becoming instantly recognisable as sports stores. We can give a very strong exposure to the Intersport brand.”
Following the deal, the number of Intersport UK affiliated retail members will rise to 87 and the number of stores will grow to 258. Intersport UK annual turnover is expected to reach £256m including VAT following the partnership.
Intersport general manager Tom Foley said: “As organisations we have a similar ethos - to be a true sports retailer. As a larger group together we believe we can serve our retail customers more effectively, delivering even better value and greater advantages.”
The move will come as a blow to struggling retailer JJB Sports which is currently striving to reclaim its market leader position in specialist sports retailing.