JJB: Sports Brand Continues to Struggle

Date Posted: 17 April 2008

JJB announced this week that it is to close 72 stores as the brand aims to recover from its current position.

The sports brand retailer has had a difficult 2008 so far, having agreed to pay out refunds on replica shirts on the 9th January, followed by the brand announcing on the 11th January that profits were hit hard due to big price cuts in order to shift excess stock.

The latest news has also affected the brands’ scores on BrandIndex. Whilst it is too early to say how big a drop this news story will cause to the figures, the downward trend over time suggests that the next few months will be critical to the survival of the business.

The retailer is now in the process of restructing and refitting stores in order to rejuvinate the brand. At present, JJB’s ‘Buzz’, General and Corporate scores are -3%, 0% and -8% respectively.

BrandIndex will continue to track JJB throughout the next few months and will report on any significant changes as and when they occur.

Richard Wood, BrandIndex Client Executive

Click here to return to the main News index.