Sportswear giant Sports Direct, founded by Mike Ashley, has bought outdoor brand Gelert out of administration, saving 100 jobs.

The deal, for an undisclosed amount, is for the UK wholesale and retail parts of the business.

Gelert, which was established in 1975, operates as an importer, wholesaler and retailer. It has five stores, a showroom in Haydock, Merseyside, and a headquarters in Widnes, Cheshire, from which its wholesale operations are run. The brand is sold in retailers including Cotswold Outdoor, Blacks and Millets.

Sports Direct already has a growing outdoor business and owns the Karrimor brand.

Gelert fell into administration on June 21, with Grant Thornton appointed as administrator. Grant Thornton is still reviewing options for Gelert’s Dublin store, which was not included in the sale.

Grant Thornton partner David Riley said: “Gelert is a well-established brand and we are delighted to have been able to secure a sale to set it on a new course for the future under new ownership.”