Sports activities Direct has snapped up the US sportswear and outside gear chains Bob’s Shops and Jap Mountain Sports activities in a $101m (£79m) deal.
The deal offers Sports activities Direct about 50 shops promoting sports activities and informal put on and tenting gear.
Mike Ashley’s chain said the “footprint” in US bricks and mortar retail would give it a “platform from which to develop US on-line gross sales”.
It has purchased the money owed of father or mother agency Jap Outfitters and lent it cash.
Jap filed for defense from its collectors in February.
Within the yr to 28 January, Bob’s and Jap Outfitters notched up losses of $26m. The belongings of the companies amounted to $126m.
Nicholas Hyett, fairness analyst, Hargreaves Lansdown mentioned Sports activities Direct had picked up a “cut price out of chapter proceedings”.
He mentioned Sports activities Direct had been concerned within the US sports activities retail market earlier than, via its stake in Dick’s Sporting Items, “however this time spherical it has determined to leap in immediately”.
Nevertheless, he added that in contrast to a few of the firm’s earlier investments the “rationale for at this time’s deal is fairly clear. Jap Mountain will function a starter pack, offering the group with toes on the bottom from which to launch a wider US technique, a method that appears set to be led by on-line gross sales.
Analysts at Peel Hunt had been vital of the deal saying they had been “quickly shedding persistence with the corporate’s lack of skill to stay to a method”.
In a analysis report they identified that Sports activities Direct had already vowed to take its UK enterprise extra upmarket.
“To us, this must be all-encompassing, and may go away completely no administration time for anything,” they mentioned.
“What shouldn’t be required, in our view, is a significant (and never cheap) distraction, three,000 miles away.”
Nick Hyett additionally sounded a be aware of warning: “It is unlikely to be a simple street, many UK retailers have run afoul of the difficult US market.”
The retailers shares, which initially rose following the announcement have subsequently fallen.
Sports activities Direct at present has about 700 sports activities shops within the UK and continental Europe, greater than 400 working below the Sportsdirect.com identify.
It additionally owns model names together with Slazenger, Lonsdale and Everlast.
Sports activities Direct has attracted controversy within the UK after coming below hearth over zero hours contracts and the disclosure that workers at a warehouse had been paid lower than the minimal wage.
Mr Ashley, the founder and majority proprietor of Sports activities Direct, additionally owns Newcastle United.