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Saying that, I went to the one off Oxford St and they ended up recommending a pair of Nike that were half price in the sale.
Mike Ashley's tactic is to buy the distressed brands (Dunlop, Slazenger, Karrimor, Everlast, Lonsdale, etc) and then sell that stuff heavily discounted (not much above cost). That gets people into the shops where they then target selling them other brands which, whilst discounted, still provide a reasonable mark-up.
Greenbank
@aggi
Sweatshop are owned by SportsDirect who also own the Karrimor brand so that could be the case. Saying that, I went to the one off Oxford St and they ended up recommending a pair of Nike that were half price in the sale.