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Sports Direct set for Australasian launch through MySale partnership

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Sports Direct is to move into Australia and New Zealand through a partnership with the MySale Group, the two retailers announced today.

The two will work together to sell online and through stores., part of the MySale Group, will run Australian and New Zealand websites for Sports Direct, which are set to be launched later this year. The joint venture will give Sports Direct access to MySale’s 12 million members.

At the same time, Sports Direct will open three Australian flagship stores and one in New Zealand featuring outlets.

Dave Forsey, chief executive of Sports Direct, said the partnership would give Sports Direct access to “the tremendous markets in Australia and New Zealand, and enable customers in both countries to benefit from our quality and unbeatable value.”

He added: “It will be great to enter these markets where sport is a way of life. I have been really impressed by the team at MySale and look forward to working with them.”

Jamie Jackson, founder and executive vice-chairman of MySale, said the company was “delighted” with the alliance with Sports Direct. “Sports Direct showed its confidence in our business when it took a 4.8% stake in us a month ago, shortly after our successful IPO,” he said. “This partnership is the logical next step in the development of our relationship.”

The announcement also comes as MySale’s UK site launches. The company is expanding to the UK and US this summer, having built up a flash sales business in Australia, New Zealand and South East Asia.

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