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Sports Direct partners with MySale Group for push down under

UK sports equipment retailer Sports Direct International is launching its brand in Australia and New Zealand, and has formed an online partnership with MySale Group's OzSale.com.au to help raise its profile in the market.

The online flash sales fashion retailer will operate the eCommerce platform as part of a new joint venture, which will give Sports Direct immediate access to MySale's 12 million members.

Sports Direct will launch its own Australian and New Zealand sites later in 2014, and will be ready to ship goods in the same month. Three flagship stores are also set to open in Australia and one in New Zealand, all of which will host an OzSale.com.au outlet within the retailing space.

Dave Forsey, Sports Direct CEO, said: "We are delighted to announce this partnership with MySale, which will give Sports Direct access to the tremendous markets in Australia and New Zealand and enable customers in both countries to benefit from our quality and unbeatable value. 

"It will be great to enter these markets, where sport is a way of life. I have been really impressed by the team at MySale and look forward to working with them."

Jamie Jackson, MySale's founder and executive vice chairman, added: "Sports Direct showed its confidence in our business when it took a 4.8% stake in us a month ago, shortly after our successful IPO. This partnership is the logical next step in the development of our relationship."