JD Sports Fashion lowers FY27 profit guidance

Retail & Consumer Retail Written by: Ephrem Joseph 07:20 Thu 20 Aug 2026 --> Disclaimer No investment advice About this content Editorial Standards & Policies Share article About this content × About Ephrem Joseph Ephrem began his journalistic journey at Proactive in June 2021. With a strong academic background in Information Technology, his expertise particularly lies in the field of Cyber Security, Management Information Systems and Computer Forensics. Before joining Proactive, Ephrem worked as a researcher and lecturer at a number of leading universities, including the University of Portsmouth's Institute of Criminal Justice Studies, the University of Winchester’s Institute of Policing, and Jain... Read more About the publisher Proactive financial news and online broadcast teams provide fast, accessible, informative and actionable business and finance news content to a global investment audience. All our content is produced independently by our experienced and qualified teams of news journalists. Proactive news team spans the world’s key finance and investing hubs with bureaus and studios in London, New York, Toronto, Vancouver, Sydney and Perth. We are experts in medium and small-cap markets, we also keep our community up to date with blue-chip companies, commodities and broader investment stories. This is content that excites and engages motivated private investors. The team delivers news and unique insights across the market including but not confined to: biotech and pharma, mining and natural resources, battery metals, oil and gas, crypto and emerging digital and EV technologies. Use of technology Proactive has always been a forward looking and enthusiastic technology adopter. Our human content creators are equipped with many decades of valuable expertise and experience. The team also has access to and use technologies to assist and enhance workflows. Proactive will on occasion use automation and software tools, including generative AI. Nevertheless, all content published by Proactive is edited and authored by humans, in line with best practice in regard to content production and search engine optimisation. JD Sports Fashion PLC ( LSE:JD. OTC:JDSPY ) View Price & Profile JD Sports Fashion lowers FY27 profit guidance Published: 07:20 20 Aug 2026 BST JD Sports Fashion PLC (LSE:JD., OTC:JDSPY) has cut its FY27 profit guidance after weaker second-quarter trading, with softer consumer demand and footwear pressures weighing on North America. The retailer now expects profit before tax and adjusting items of £700 million to £800 million, down from £750 million to £850 million previously, while free cash flow guidance remains unchanged at £460 million to £520 million. Group organic sales fell 1.3% in the 13 weeks to 1 August, compared with a 0.1% decline in the first quarter, while like-for-like sales dropped 3.1%. North America, which accounted for 35% of Q2 sales, recorded a 4.5% fall in organic sales and a 6.8% decline in like-for-like sales. JD blamed weaker consumer sentiment, slower demand for high-heat footwear and the deferral of some back-to-school spending into August. Trading was more resilient in the UK, where organic sales slipped 0.2% but like-for-like sales rose 0.8%, supported by apparel, accessories, football replica kit sales and improved Outdoor performance. Europe posted a 0.4% organic sales decline and a 2.7% like-for-like fall, while Asia Pacific remained the strongest region, with organic sales up 10.2% and like-for-like sales 1.4% higher. Chief executive Régis Schultz said trading remained “tough” as promotional activity, cost-of-living pressures and footwear product-cycle headwinds continued. JD said inventory remained well controlled and first-half gross margin was in line with expectations. The group was in a net cash position before lease liabilities at 1 August and has started the second £100 million tranche of its £200 million share buyback. Continue reading