Sport Direct tycoon Mike Ashley gives daughter’s beauty firm a leg-up

Sports Direct tycoon Mike Ashley pledges financial support for daughter’s cosmetics company following its fifth consecutive year of losses

Sports Direct tycoon Mike Ashley has pledged financial support for his daughter’s cosmetics company following its fifth consecutive year of losses. 

Matilda launched her Double Take firm in 2015. The company owns SportFX’s cosmetics brand.

Double Take has survived the pandemic with the assistance of cash and loans from Mash Holdings – her father’s personal company. 

Kicking: Influencer Chessie King models SportFX and, right, Matilda Ashley

Billionaire Ashley said he would continue to financially back SportFX for the ‘foreseeable future’. 

SportFX makes products which it says are designed to withstand the rigours of busy and varied lifestyles, promising ‘whether you’re bossing it at work, in the gym or on the dancefloor, we have you covered’. 

Mike Ashley’s company owns the rights to SportFX for clothing, footwear and sports equipment.

Sports Direct has launched branded activewear ranges that include collaborations with influencers Gabby Allen – a former star of TV reality show Love Island – and Chessie King.

Financial documents for the year to April 2020 – made available in recent days – reveal that Double Take owes more than £1.6million to Mash Holdings. 

Matilda is Ashley’s youngest daughter. His eldest daughter Anna is married to Michael Murray, who has an influential role at Ashley’s Sports Direct to House of Fraser retail empire. 

A spokesman for the Ashley family did not comment last night.