Sport and PE Resources Supplier Davies sports reveals rebrand and new ecommerce site

Sport and physical education (PE) resources supplier Davies Sports has rebranded and launched a new ecommerce site to meet growing demand from schools, educators and sports organisations.

The ecommerce business provides equipment for all ages and abilities participating in PE, gymnastics, football, athletics, netball and a multitude of other sports and physical activities.

Davies Sports also has an exclusive partnership with football equipment and coaching specialists Sensible Soccer, which has enabled the company to expand into the grassroots football community.

The company is owned by ecommerce educational resources supplier Findel which can trace its origins back to 1817. Today, Findel’s brands and websites offer more than 32,000 products to educators and parents based in the UK and overseas with the business exporting to 130 countries.

Chris Mahady, Findel’s chief executive, said: “We undertook a thorough six-month strategic review of Davies Sports to give us absolute clarity regarding the brand’s strategy, vision and values.

“Davies Sports is a brand that champions those kindling a child’s interest in sport through to those nurturing serious athletic talent.

“It is about encouraging children, teens and adults to enjoy all that is great about being active by giving educators all they need to enable that experience. This is captured by Davies Sports’ brand positioning line of ‘Play. Learn. Compete.’

“The process also allowed us to gain an even deeper insight into how we can continually improve for the benefit of our Davies Sports customers.

“These learnings have been applied within our new ecommerce site. It has been specifically designed to meet the growing demand we are experiencing from schools, educators and sports organisations and to satisfy their needs.

“It makes buying easier, increases convenience, provides enhanced procurement tools and gives advice and lesson tips, all of which are underpinned by fantastic service.”

Headquartered in Hyde, Greater Manchester, Findel also has a distribution centre and offices in Nottingham and employs around 300 people.

Findel was acquired in April last year from Studio Retail Group plc following a management buy-out (MBO) supported by private equity firm Endless. Since the MBO, and in addition to the rebrand project, Findel has implemented a multi-million pound investment programme.

This includes recruiting 30 more people to cope with increased demand in key areas such as technology and digital marketing, transforming the office accommodation in Hyde and Nottingham and developing new digital and ecommerce technologies alongside a new inventory management system.

At the same time, the business has continued to improve customer experience and distribution centre systems to meet new customer requirements whilst supporting overall growth.

For more information about Davies Sports visit

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