JD Sports, a leading UK sportswear retailer, has announced the closure of 24 stores across the country, marking another challenge for the struggling high street. The closures reflect the company’s strategy to focus on operating “fewer, bigger, better” locations instead of numerous smaller outlets.
The retailer, which has approximately 4,811 stores worldwide and a significant presence in Birmingham, reported annual pre-tax profits of £852 million for the financial year ending January 2026. However, JD Sports warns that profits are expected to decline this year due to a “muted market” influenced by geopolitical tensions in the Middle East and reduced spending power among young consumers facing rising unemployment.
Régis Schultz, JD Sports’ CEO, highlighted how the core youth demographic has been affected by job insecurity, noting that many rely on part-time contracts—often between 10 to 30 hours weekly—to afford popular sneaker releases.
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Although the ongoing conflict in Iran has not yet caused a direct impact on JD Sports’ business, the company cautions that increased energy and fuel costs could escalate operating expenses across its stores and logistics networks. Such costs may eventually force price adjustments or dampen consumer demand if inflation pressures mount.
Despite this, Schultz emphasized that JD Sports currently has no plans to raise prices, stating, “We don’t believe the market and the consumer is ready for price increases. There is not enough heat in the market.”
Sales have also been negatively affected by cold and wet weather conditions since the end of the financial year, with April trading described as “volatile.” Additionally, shifts in product offerings by major brand partners, particularly in footwear, are expected to influence upcoming sales performance.