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Sales Drop for JJB Sports Plc

Saturday 15th of September 2007 03:14:13 AM

JJB Sports Plc, who manufactures replica shirts and other promotional Clothing for many UK football teams, has seen an unpredicted decrease in sales due to poor weather and less than perfect performances by sports teams. Umbro, another sportswear manufacturer in the UK, has also cited a reduction in sales for similar reasons. “We remain concerned about JJB's prospects. The pricing environment within the sports market has been relatively benign over the last year, but this may change quickly if Sports Direct takes a more promotional stance,” said Jose Marco Tobares, an analyst at Numis Securities in London.

The company has been getting advice from more successful companies like Nike and Adidas on how to improve their brand and increase sales in both retail outlets and its own stores. JJB Sports also owns a chain of health clubs and sells its merchandise at these clubs as well. The company plans to open at least nine more health clubs next year that each have stores attached to them.

Because of the World Cup win in 2006, the company anticipated sales growth this year, but was disappointed. “The first half was dramatically affected by the World Cup last year. Analysts' forecasts for the second half are considerably higher than we achieved last year. From our experience of the first six weeks, we believe it will be flat,'' Finance Director David Greenwood said today in a telephone interview.

In addition to lower sales expectations, companies like JJB have to worry about competition as well. Sports Direct, Nike, Umbro , and others each want a larger share of the sportswear market and are making improvements of their own.

(c)Rodolfo Belloli, www.sxc.hu