JD Sports Fashion grew online sales in the first half, but group profit fell as consumers remained cautious and demand for high-heat footwear softened.
Online sales, including click-and-collect, ship-from-store and home delivery, rose 5.1 per cent at constant exchange rates to £1.2bn in the 26 weeks to 1 August 2026. Online accounted for 20 per cent of group sales, up from 19 per cent a year earlier.
Total sales fell 0.7 per cent at constant exchange rates to £5.9bn. Like-for-like sales were down 2.8 per cent.
Profit before tax and adjusting items fell 19.7 per cent to £282m, while operating profit on the same basis fell 19.5 per cent to £29.4m. The group said footwear remained soft amid consumer pressure, a promotional market and product-cycle changes at key brand partners.
Apparel and accessories performed better across regions. JD said UK and European trading improved in the second quarter, helped by football replica-kit sales and stronger performance from its Outdoor businesses.
Store sales still accounted for 79 per cent of group revenue, but the results suggest that digital growth is becoming a more meaningful part of the model. JD said its online performance was supported by apparel and by increased use of store-based fulfilment.
The group ended the period with net cash of £168m before lease liabilities, compared with net debt of £125m six months earlier. It described the trading environment as challenging but maintained its full-year guidance.
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