Sports Direct is a well-known British retailer and the largest sports shop in Europe with hundreds of branches across the country. They also own Lillywhites, the oldest and the most famous sports shop in the world, as well as the football club, Newcastle United. They were very keen on entering the Chinese market. In early 2017, we were commissioned by Sports Direct International to come up with market entry strategy, with a particular focus on finding a strong local partner in China with possibilities to form a JV.
We created a strategy report with clear direction and a blue print for growth. In addition, we connected Sports Direct with Pou Sheng (http://en.pousheng.com) a public company in China that focuses on sportswear retail, a company that has 20,000 employees in China and 8,000 retail outlets. We successfully developed relationships and hosted conferences between the MD of the Brands Division of Sports Direct and the VP of Pou Sheng. More exciting progress on the Chinese market is taking place as we write.