Our strategy

As part of our vision to inspire the emerging generation of globally minded consumers through a connection to the universal culture of sport, music and fashion, we will measure our progress against the four strategic pillars designed to shape our focus across the business. Our overall aim is to become the leading global sports fashion powerhouse.

Brand first

Brand first

Focusing on the core of the business and putting the JD Brand First, with the aim of increasing JD’s store footprint globally through new stores, conversions and franchising.

Complementary

Complementary concepts

Strengthening our Complementary Concepts’ sports fashion offer and community brands in the US, enhancing the Group’s sporting goods offer across Europe and sharpening our Outdoor proposition.

Beyond physical

Beyond physical retail

Strengthening our systems, cyber security and investing in the optimisation of our supply chain. Developing JD’s omnichannel offer and increasing our interaction with the JD consumer Beyond Physical Retail. Areas of focus include loyalty, improving our omnichannel capabilities and continuing support of our gyms proposition.

People partners

People, partners & communities

Supporting our People, Partners and Communities and building on the great team that we have at JD, without whom JD’s success would not be possible. We’ll continue to recruit from the communities we serve, offering internal development and progression, and rewarding and recognising our talent.

Improving ESG performance is an integral part of the JD Group strategy. As a FTSE 100 company, we recognise and embrace that our scale enables us to make positive, lasting changes. We are passionate about extending our entrepreneurial and competitive spirit beyond financial performance to making the world around us a better place. We always strive to do the right thing for our colleagues, our customers, and our communities. We are proud of our achievements to date, from improving conditions for workers in our supply chain to increasing our efforts (and those of our suppliers) to reduce the impact of climate change.

For further details, please read our Annual Report 2024.

Annual Report 2024