Turning Sports Direct from a budget tracksuit retailer into the “Selfridges of sport” will take at least four years, Mike Ashley’s future son-in-law has said.
Michael Murray, 29, who is in charge of the retailer’s “elevation” strategy, said that working with Mr Ashley required him to be a “translator” as the bullish tycoon “likes to make punchy statements and then it’s up to me to figure out what that actually means”.
