Relief as JD Sports lives up to sales expectations

JD Sports breathed a sigh of relief last week as full-year organic sales growth landed in line with market expectations.

- AARIN CHIEKRIE

A string of weak sales and profit downgrades in recent times meant that simply meeting expectations was viewed as a win, and the shares bounced higher after the announcement.

JD has been holding firmer on pricing than many of its competitors, who have leaned into more promotional activity to help clear stock. The company appears to be digging its heels in on this front, not wanting to engage in a fire sale of stock and tarnish its reputation as a more premium store. That's helped to keep full-year pre-tax profit guidance on track, expected to be in the £915-935m range.