Michael Murray says it will take years to transform Sports Direct

Move upmarket ‘not going fast enough’, says Mike Ashley’s ‘head of elevation’

Mike Ashley’s future son-in-law, who has been tasked with sprucing up Sports Direct’s leisurewear emporia, says it will take four years to transform the brand into the Selfridges of sportswear.

The retail tycoon anointed Michael Murray as head of elevation last year, handing him the reins of a specialist division dedicated to making a success out of the ailing businesses that acquisition-happy but loss-making Sports Direct has bought.

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