Go Outdoors, the leading UK outdoors retail brand, has made a dramatic return to profitability in its latest financial year, posting a robust pre-tax profit of £9.7 million. This financial turnaround is marked by rising profit margins, strategic investments, and an unwavering consumer enthusiasm for outdoor lifestyles. Despite navigating demanding market conditions, Go Outdoors has leveraged operational improvements, enhanced its physical presence, and recalibrated its inventory strategy, cementing its standing as a flagship British retailer in 2025.
Financial Performance: Profit in a Shifting Market
Go Outdoors’ most recent 52-week accounting period ended February 1, 2025, and stands in stark contrast to the prior year’s figures. The company reversed a pre-tax loss of £1.5 million, booking a solid profit of £9.7 million. Turnover decreased slightly by 1% to £341.2 million, but this was attributed to the previous period’s extra trading week; when adjusted for the 52-week year, revenue actually grew year-on-year. This growth comes despite broader economic pressures and signals a resilient demand for outdoor retail.
Driving Forces: Margins, Inventory, and Supply Chain Wins
The stellar performance of Go Outdoors in 2025 is primarily anchored in its sharply increased gross profit margin, which soared from 41% to 45.7%. This uplift was achieved through better inventory management, streamlining stock, optimising product turnover, and reducing the need for heavy discounting. Improved global shipping conditions also helped, with sea freight costs markedly lower than in previous years, further boosting margins.
Operationally, Go Outdoors bolstered its supply chain, made strategic cost cuts, and leveraged efficiencies across its growing network of stores, helping to grow operating margin by 3%. While some headcount reductions were reported in response to rising wage and operational costs, these changes were carefully balanced with investment in physical retail to ensure continued frontline service quality.
Store Expansion and Flagship Success
Expanding its physical footprint was a defining element of the year. Go Outdoors grew its store count from 99 to 126, opening new locations and investing £3 million in upgrading existing stores. A particular point of pride was the relocation and massive expansion of its York store—now the largest outdoor retail site in Europe, and the “Best New Store” winner at the 2025 Retail Week Awards. These investments were part of a broader push to deliver a superior shopping experience and to capitalize on the renewed demand for in-person retail.
Across its brands, Go Outdoors, Go Outdoors Express, Taylor’s, and Fishing Republic—the company doubled down on robust store experiences, focusing on community engagement, in-store events, and product launches to build loyalty and drive sales.
Online Sales: Contraction and Future Opportunities
Counterbalancing growth in stores, Go Outdoors experienced a contraction in online sales in 2025. However, digital revenues remain well above pre-pandemic levels. The reduction in online growth reflects a broader consumer return to physical shopping as pandemic conditions ease and as the company’s flagship stores attract heavier footfall.
Nonetheless, management sees ongoing opportunity in omnichannel retail and continues to invest in both digital and physical platforms—seeking to meet customers wherever they prefer to shop and reaffirm the brand’s market resilience.
Consumer Trends: The Outdoors Boom
Central to Go Outdoors’ success has been the persistent popularity of outdoor recreation in the UK, spurred by growing awareness around the physical and mental health benefits of being outside. The company’s directors are optimistic that this trend will endure, sustaining high demand for camping, hiking, fishing, and adventure gear.
Strategic Backing and Credit Perspective
Since being acquired by JD Sports for £56.5 million in 2020, Go Outdoors has benefited from the financial stability and strategic clout of its parent company. Despite a period of heightened market uncertainty in early 2025, Go Outdoors’ credit rating improved, reflecting reduced default risk and stabilisation in financial health indicators. JD Sports’ support has ensured the company could make significant capital investments while weathering industry volatility, ultimately facilitating Go Outdoors’ profitable resurgence.
Key Takeaways
- Go Outdoors posted a £9.7 million pre-tax profit in 2025, reversing the previous year’s loss.
- Gross margins surged to 45.7%, driven by inventory efficiency and lower shipping costs.
- Store count grew dramatically to 126, with heavy investment in new and upgraded locations.
- Online sales dipped but remain healthy against historical levels.
- The brand’s resurgence hinges on operational discipline, strategic expansion, and the broader cultural embrace of outdoor activity.
In sum, Go Outdoors’ return to profitability and its rising margins are a powerful case study in how targeted investment, supply chain efficiency, and adaptation to consumer trends can yield a pronounced business recovery in a challenging retail climate.
