JD Sports snaps up Liam Gallagher's Pretty Green brand

The fashion brand created by ex-Oasis frontman Liam Gallagher has been sold to JD Sports, in a move that will see almost 100 staff lose their jobs.

Sky News reported last month how the business - set up in 2009 - had become a victim of tough trading for the high street and the collapse of House of Fraser, forcing preparations (before its eventual collapse last week) to be sold as insolvent.

Administrators said JD Sports had picked up the brand, online and wholesale business.

They said Pretty Green's flagship store in Manchester would be the only retail site retained, meaning the 11 others and its 33 House of Fraser concessions were to close with the loss of 95 jobs.

That left 67 employees who were to be retained, Moorfields confirmed.

Partner Simon Thomas said: "We are pleased to have secured the sale of the Pretty Green brand.

"We have worked hard over the last few weeks in challenging circumstances to secure the best outcome for the business, its creditors and its employees."

It had been rumoured that Sports Direct boss Mike Ashley - currently locked in a battle for the future of Debenhams - had expressed an interest.

That speculation prompted Mr Gallagher to tweet "F*** him".

The sale process means his stake in the business is worthless. Other investors were reported to have included former Chelsea and England footballer Joe Cole.

Loss-making Pretty Green - named after a song by The Jam - had staged a sales recovery in 2017 only to be left around £500,000 out of pocket when House of Fraser went under last summer.

The department store chain was later snapped up by Mr Ashley.

Commenting on the Pretty Green deal, JD's executive chairman, Peter Cowgill, said he was looking forward to working with the team at such a "highly regarded" brand.