Sports Direct aims upmarket with Frasers rebrand

Josh Hall's picture

Sports Direct International is set to rebrand itself as the Frasers Group.

The move is seen as an attempt to recast the group as a more upmarket proposition, and follows its rescue of House of Fraser.

As The Times reports, CEO Mike Ashley has called a general meeting in December for the shareholders to approve the name. Sports Direct then plans to launch a series of luxury Frasers stores across the country.

Sports Direct is one of the most prominent companies in the UK, but has been widely criticised for its working practices.

A Guardian investigation into its Shirebrook warehouse found reports of shocking conditions endured by workers, including at least one woman giving birth in a toilet because she was afraid to take time off.