GO Outdoors -Vendor Due Diligence


About the brand

GO Outdoors is an outdoor retailer, operating from mainly out-of-town locations. In 2016 it surpassed £200m revenue, with a pre-tax profit of £4.9m.

GO Outdoors Store Exterior

The Challenge/Task

Pragma was commissioned by GO Outdoors to undertake a piece of vendor commercial due diligence in order to assess the effectiveness of the proposition relative to competitors, in addition to validating growth opportunities for potential investors


  • Analysis of the dynamics of the outdoor segments in which GO Outdoors competes in, including general outdoors, angling, snow, running, cycling and equestrian
  • Trading data analysis covering all elements of the retail portfolio including analysis by location, store type and vintage, as well as category and product performance
  • A programme of consumer research to better understand how consumers and customers perceive the brand, and to test key hypotheses concerning the outlook for the retailer
  • Assessment of the feasibility of each aspect of the business plan

The Result

GO Outdoors was sold to JD Sports Fashion plc for £112m in November 2016, joining Blacks, Millets, Ultimate Outdoor and Tiso in JD Sports’ portfolio of outdoor fascias.