Mike Ashley’s Sports Direct International has revealed that it is planning to rebrand itself as the Frasers Group.
The company, which now owns House of Fraser and a host of other retailers, said it was seeking to elevate its image beyond sportswear with the new name reflecting “the changing profile and consumer proposition of the group”.
Shareholders will vote on the change at a general meeting on 16 December.
Sports Direct is said to be preparing to relaunch a batch of House of Fraser stores under the name Frasers as part of Ashley’s ambitions to turn the ailing department store chain into “the Harrods of the high street”.
