Sports Direct International plc, along with its subsidiaries, is engaged in retailing of sports and leisure clothing, footwear and equipment; wholesale distribution and sale of sports and leisure clothing, footwear and equipment under its owned or licensed brands, and licensing of the Company brands. It has two segments: retail and brands. The retail segment comprises the retail network of stores. The brands segment comprises the identification, acquisition, development and trading of a portfolio of sports and leisure brands. On July 8, 2011, it acquired 80% interest in West Coast Capital (USC) Ltd and 80% of the ordinary share capital relating to Cruise Clothing Limited. On July, 25, 2011, the Company acquired the remaining 50% of the ordinary shares of No Fear International Limited. On January 17, 2012, it acquired the remaining 20% of share capital in West Coast Capital (USC). On February 17, 2012, it acquired Delima Limited. On March 16, 2012, it acquired Firetrap brand.