Retailer Sports Direct nearly doubled its online sales over the past 12 months on the back of its first DRTV ad campaign and rebranding its high street stores with website signage.
In its full-year results to April 24, the company said online revenue had risen by 97%, from £48.6m to £95.7m, and now represents 7.7% of its total UK retail sales, up from 4.5% in 2010.
Sports Direct said website sales and traffic had benefited from increased recognition of its online brands. Some 331 of its UK stores are now branded sportsdirect.com while the company also ran its first DRTV ad campaigns during the year, boosting Web traffic as a result.
Online sales also grew online ahead of the FIFA World Cup, although as the England team performed poorly sales declined during the course of the tournament.
Across the group, UK sales rose by 11.3% to £1.24bn, from £1.12bn last year, and were up by 6.6% on a like-for-like basis. Total revenues rose by 10.3% to £1.59bn. Underlying pre-tax profits, before exceptional costs, rose by 32.7% to £135.5m, but at the bottom line pre-tax profits were down by 0.6% at £118.8m. The company also reduced its net debt by 52.3% to £148.9m.
Other highlights included continuing international expansion, with seven new stores opened in Europe.
Sports Direct chief executive Dave Forsey said: “This has been an excellent year of growth for the group in what has been a challenging retail environment. The strength of our business model means we are very well positioned for the challenges and targets for the future.”
