Sports Direct suffered a loss on its recently acquired Austrian business of €45.6 million in its 2014/15 financial year, according to the local media, or three times as high as the loss of €17.8 million reported for the previous 8-month fiscal year. Sales declined to €188.7 million from €199 million, in spite of the longer duration of the financial year. The deterioration in the results was attributed to the liquidation of surplus merchandise and the conversion of the former high-end Sport Eybl stores to Sports Direct. The company then decided to change the strategy, converting up to ten Eybl mega-stores to its own Lillywhites banner.

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