Mike Ashley’s Sports Direct have announced they plan to rebrand as Fraser Group, the company has tabled a shareholder’s vote for the rebrand, the vote will take place on 6 December.
The FTSE 250 company are attempting to improve their image, they said the proposed rebrand is to “reflect the changing profile and consumer proposition of the group.”
Should shareholders vote for the rebrand, the chain will be called Frasers across their high street stores within the new financial year.
The company said the move is “reflective of the business strategy of the company to elevate its retail proposition across all channels and demonstrates the transformation of the company over recent years into the holder of a diversified portfolio of sports, fitness, fashion and lifestyle fascias.”
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