Sports Direct sales rise 23pc despite winter of discontent on high street The company, which saw its main rival JJB Sports collapse into administration last year, said that sales rose by 21pc to £590m between October 29 last year and February 20, with gross profits increasing 23pc to £245m. As well as strong growth in its sports stores, Sports Direct said sales in its premium lifestyle division, which includes fashion retailer USC, rose 42pc to £47m in the quarter while sales of its brands such as Firetrap jeans rose 4.4pc to £47m. The retailer could be in line for entry to the FTSE 100 in next month's reshuffle. This would confirm Sport Direct's change in fortunes since it floated in 2007. Mr Ashley brought Sports Direct to public markets at 300p, but its shares collapsed to a low of 32p a year later amid doubts about its corporate governance. However, the company's rise in sales - which has been powered by an innovative bonus scheme for employees - has caused the share price to recover sharply. Philip Dorgan, analyst at Panmure Gordon, said: "The accelerated push into international markets brings long-term potential, with plans to expand into all 17 countries that have adopted the euro within five years."