Sports Direct International, the retail giant founded and run by Mike Ashley, is seeking to change its name.
The firm, which is listed on the FTSE 250, has tabled a shareholder vote, which, if passed, would see the company change its name to Frasers Group.
However, the name above Sports Direct stores across the country would remain unchanged.
According to the firm, the move reflects the expansion in the company’s interests and brand aspirations since Mr Ashley became chief executive just three years ago - with House of Fraser the biggest name to be added.
Shareholders will vote on the proposal on Monday, December 16. If approved, the change in name should become effective later that day.
In a statement, Sports Direct International, which is headquartered at Shirebrook, in Derbyshire, said: “The proposed group rebrand follows the recent announcement to bring its inspirational new luxury lifestyle stores, Frasers, to the high street within the next financial year.
“The decision to rebrand the group as Frasers reflects the fact that this new, elevated concept will house the core areas of focus for the wider business - iconic brands, beauty, sports and luxury fashion.”
Mike Ashley
Mr Ashley, who owns Newcastle United, started the company from a single Sports Direct store in 1982.
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Today, the group has almost 30,000 staff and a market value of £1.8bn.
In recent times, it has been on the acquisitions trail, snapping up companies including GAME, Evans Cycles and Jack Wills. However, its most prestigious acquisition was House of Fraser.
