JD Sports Fashion is launching a value fashion business later 2014 and has recruited a new team to spearhead the move. The group plans to open 15 new stores this year, with each store taking "a new retail identity". Sources suggested JD was reviving its Open fashion fascia, which was axed in September 2007. This will be the second retail launch for JD in the last 12 months, following its sports performance fascia JD Pro, which opened in November.

The launch team is headed by former Blue Inc. buying and design director Stephen Galea as managing director. He left the young fashion chain in September after eight years but had previously spent 12 years at Arcadia, becoming head of buying for menswear at Topman in 2003. Stewart Messer, formerly head of buying at Blue Inc, has been brought in as head of buying for Open while Oliver Woodhouse, previously head of buying and merchandising at Bench, has joined as head of merchandising. Design is being headed up by Rachael Stocks Thomas, who was previously a senior men's designer at JD but has also held roles at Tesco, Boxfresh and River Island.