A focus on its core cycle business has seen Sport Direct record an impressive sales boost at the end of 2010, the firm told BikeBiz.
The firm said it has seen November and December 2010 sales rise 40 per cent year-on-year, despite tough trading conditions.
Sport Direct revealed that it has high hopes for this year too, with plans for further expansion in 2011.
"Although last year was a difficult trading year for almost everyone, Sport Direct was now focusing on its core cycling roots and continued to increase its market share,” commented MD Brian Dickson. “The Sport Direct brand continues its expansion and is seen up and down the high street with significant on-line presence.
“The launch of additional brands such as Aero Sport Ride On Air tyre and tube ranges together with PowerZone helmets helped to further strengthen our offering in 2010. A large increase in winter lines from lighting and reflective wear to our new Secuclip 3M Scotchlite Reflective Spoke Kits helped to consolidate winter sales."