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Drapers understands most of the 170-strong workforce are now in consultation over their positions at the company, with the process set to be completed on January 31.
Sources said the reduced team of about 12 people will move to an office on Regent Street when they leave Firetrap’s head office in Acton, west London, next week. The brand’s northern showroom in Manchester has already closed, with staff at present working remotely from their own homes.
“There are a shedload of people leaving,” one source told Drapers. “By the end of it, there’ll be about a dozen people staying on.”
The move to cut jobs follows the upheaval in Firetrap’s strategy that parent company Sports Direct instigated in the autumn.
The Mike Ashley-owned sportswear business began selling Firetrap product for less than the wholesale price, both in store and online, from November 1.
The items were made in different factories to the usual product, enabling Sports Direct to charge up to 75% less than recommended retail prices.
The move angered many in the indie community, as it was seen as undercutting those stockists who had remained loyal to the brand since it was
taken over by Sports Direct in March.
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