Ed Hardy now available at JD Sports as part of wider Europe push

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 The latest entry into JD Sports, signifying the brand’s presence both in-store and online, has pushed Ed Hardy a giant step closer to its goal of making waves across Europe.


The brand, which draws inspiration from tattoos, is preparing to inject JD Sports with its own edgy style, characterized by bold prints, vibrant colors, and unique designs. This move is significant as it aims to create an enthralling combination of fashion and athletics, appealing to a wide range of consumers.



Iconix International, the parent company of Ed Hardy, has strategically expanded the label’s retail portfolio to include JD Sports, adding it to the likes of Urban Outfitters, Footasylum, Fenwick, and Snipes. This move is part of Iconix’s broader strategy to diversify Ed Hardy’s retail presence and increase its market share.


The assortment features a diverse range of men’s and women’s clothing, including joggers, shorts, T-shirts, and sweatshirts. These items are adorned with iconic motifs, such as the famous ‘Love Kills Slowly’ motif, which symbolizes the brand’s rebellious spirit and its roots in tattoo culture.


The assortment caters to all fashionistas, with items ranging in price from £30 for a ribbed tank top to £105 for embroidered wide fit trousers. The “Ed Hardy Love Corset Top” stands out because it combines two popular trends for SS24: lingerie-inspired outerwear and fashion.


Iconix International’s Daisy Laramy-Binks, MD of EMEA, was elated when she unveiled the partnership, hailing it as a pivotal moment in the company’s European expansion. With her allusions to a compelling lineup of collaborations to be unveiled in the coming months, she has firmly positioned Ed Hardy as a label to watch in the upcoming seasons.


The sports giant’s expansion strategy, which includes opening new stores on an international scale and acquiring other brands, is reflected in the addition of Ed Hardy to JD Sports’ brand portfolio.


According to JD Sports CEO Régis Schultz, the company has had a robust fiscal year (FY24), surpassing market forecasts and achieving impressive growth rates in various sectors. As JD Sports continues to dominate the sportswear industry, the company has seen like-for-like sales growth of 4%, organic growth exceeding 8%, and athleisure fascias organic growth surpassing 10%.

Ethan Sullivan

Ethan's penchant for the pulse of the fashion world extends to covering lifestyle topics, offering readers a seamless blend of the latest style updates and lifestyle trends.

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