JD Sports Fashion has acquired Gio Goi, a British young fashion brand that fell into administration, a former of bankruptcy, last month. The brand was previously controlled by Pentland Group, which is also JD's majority shareholder. According to reports in the British press, Sports Direct International had shown interest in Gio Goi, scaring independent retailers who have already been burned by SDI's previous takeover of Firetrap, a denim brand that is now in the discount circuit.

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