Michael Murray: New Sports Direct boss says High Street isn't dead

Speaking to the BBC ahead of Sports Direct opening its new Birmingham store on Friday, Mr Murray said he believed Britain's High Street's weren't "Dead", but said they would be "Different". London's Oxford Street store was the first new look Sports Direct unveiled last year and Mr Murray said there's room for up to 10 of the big regional, experiential stores. Mr Murray, who is engaged to Mr Ashley's eldest daughter, has been leading efforts to modernise the business in a bid to appeal to younger shoppers. Mr Murray brushed off accusations that he only got the job through his connections to former Newcastle United owner Mr Ashley - who founded Sports Direct in 1982 and is still the majority shareholder of the firm's empire, which includes House of Frasers, Flannels and Jack Wills. Although Sports Direct stores pride themselves on countless deals and offers, Mr Murray admitted prices will likely rise.

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