Sports Direct takes control of Flannels Sports Direct, which wants to expand its premium lifestyle division, is taking a 51pc stake for an undisclosed sum. Flannels has nine shops in Manchester, Leeds, Liverpool and Birmingham and last year it was restructured after entering a company voluntary arrangement. The mini-chain was founded in 1976 by Neil Prosser in Knutsford, Cheshire. He will retain a 49pc stake and remain as managing director. Sports Direct chief executive Dave Forsey said: "Flannels is a fantastic business and a perfect fit alongside Cruise and Van Mildert within our Premium Lifestyle division." Sports Directs shares rose 1.2pc to 299p in early trading on Friday.