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Even though it’s probably something dastardly, I imagine he does know what he’s doing
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He's gambling that there's plenty of middle class people who'd never buy Muddyfox branded gear from the Sports Direct website who will merrily buy the same shit with a DHB etc logo on it from Zombie Wiggle for a bigger markup and think they're getting a bargain.
He's probably not wrong tbh.
thegreatbelow
grams
@Jameo
Got to wonder what Mike Ashley's goal is with all this purchasing of failing sports retailers. All these retailers have massive overlap, if he wanted to be the Amazon of all sporting goods he didn't need to actually buy them all?