• JD Sports Reports Mixed Q4 Sales Amid Tough Consumer Market, Reaffirms Profit Outlook
LONDON, United Kingdom – JD Sports Fashion on Wednesday reported mixed fourth-quarter sales amid a challenging consumer environment but maintained its full-year profit forecast.
The retailer saw like-for-like sales growth in North America and Asia Pacific, while performance in its UK and European markets weakened.
What is new?
In a trading update for the nine weeks ending January 3, 2026, JD Sports Fashion announced that group-wide organic sales grew by 1.4%, while like-for-like sales declined by 1.8%. The company stated that its performance during the peak holiday trading period was in line with its expectations against a volatile consumer backdrop. Based on its year-to-date performance, the retailer expects its full-year profit before tax and adjusting items for the 2026 fiscal year to be in line with current market expectations.
Regional Performance
The company’s sales performance varied significantly by region. Its largest market, North America, returned to growth with a 1.5% increase in like-for-like sales. The Asia Pacific region also saw continued growth, with like-for-like sales up 2.8%. CEO Régis Schultz noted the company plans to increase marketing initiatives in North America to accelerate growth plans in the region.
In contrast, European and UK markets experienced weaker trends. Europe saw a like-for-like sales decline of 3.4%, which the company attributed to a cautious consumer environment, particularly in Germany. The United Kingdom recorded a 5.3% drop in like-for-like sales, driven by softness in the footwear category and a weak first half of December, despite resilient demand during Black Friday and the period immediately around Christmas.
Key Details and Outlook
JD Sports reported that it made “targeted price investments,” particularly online, to support sales volumes in the final weeks of the quarter. As a result, the company anticipates its full-year gross margin for fiscal 2026 will be approximately 50 basis points lower year-over-year. The company noted it is on track to generate approximately £400 million in free cash flow for the fiscal year.
Looking ahead to fiscal year 2027, the company anticipates a period of “muted market growth,” citing a weak spending outlook for its core customers and the early stages of product innovation from its major brand partners. Despite this, JD Sports stated it remains confident in its ability to outperform the market through strategic initiatives in marketing, digital capabilities, and cost efficiency.
About this company
JD Sports Fashion PLC is a British multinational sportswear and fashion retailer. The company operates a portfolio of retail fascias, including its flagship JD brand and Finish Line in the United States. It offers a wide range of athletic footwear and apparel from major brands, with a significant presence across the United Kingdom, Europe, North America, and the Asia Pacific region.