Nike Eyes Growth After Very Group’s 4.5% Fashion and Sports Sales Drop
The Very Group’s fashion and sports sales fell 4.5% in the 39 weeks to March 28, 2026, dragging wholesale demand for brands like Nike despite a 0.3% rise in overall group revenue to £1.6081m. Nike’s relaunch on the platform ahead of the 2026 World Cup offers a chance to recapture lost retail exposure.
1. Very Group Sales Decline
The Very Group’s fashion and sports sales declined by 4.5% in the 39 weeks ended March 28, 2026, dragging wholesale demand for brands like Nike despite a 0.3% rise in overall group revenue to £1.6081m. Very UK revenue rose 1.9% to £1.431m, but core retail growth outside fashion remained minimal.
2. Nike’s Platform Return
After shifting toward a direct-to-consumer model that disrupted Very’s sports offering, Nike has rejoined the Very platform this year. This relaunch aims to restore Nike’s retail footprint and supports the company’s channel diversification strategy.
3. 2026 World Cup Momentum
Nike plans to leverage the build-up to the 2026 World Cup to boost engagement and sales on the Very platform, competing against ultra-fast-fashion pureplays on pace, cultural relevance and price point.
4. Consumer Confidence and Risks
UK consumer confidence has weakened following the escalation of conflict in the Middle East, posing a threat to discretionary spending among Very’s core value-oriented customers and potentially limiting wholesale order growth for Nike in cost-sensitive markets.