JD Sports launches dedicated website for Supply & Demand

By

Sandra Halliday

Published
May 14, 2018

Anything JD Sports does at the moment is interesting as the company is proving to be one of the big winners in UK retail and is also making an impression abroad via its merger and acquisition activity.

So its decision to launch a dedicated UK website for its own brand of athleisure and sportswear, Supply & Demand, is certainly worth taking note of.

The company said the venture sees “the athleisure label providing men’s, women’s and kids clothing to the masses” as it reaches out to a wider consumer base than those who can get to its stores.

Inspired by urban culture, with nods to the hip-hop and grime scene, Supply & Demand is directly targeted at a youthful consumer. Its collaborations, such as that with Manchester grime artist Bugzy Malone on two collections, underlines that, as well as “proving authenticity in its city roots.”

The website, at supplyanddemand.co.uk, offers a line-up of jackets, hoodies, T-shirts and track pants, among other products available on the new site.

Athleisure and streetwear are two of the driving trends across various price points at present with both the mass and luxury sectors seeing unprecedented interest in the category. Separating the Supply & Demand label out with its new site therefore seems to be a sensible commercial move for the company so it will be interesting to see what it has to say about its performance come company results time.