Customers have snapped up “cremation urns” for sale at Sports Direct to store their loved one’s ashes.
The retail giant, owned by businessman Mike Ashley, has offered the grey aluminium vase with silver trim on its website alongside its football boots. The 26cm by 18cm urns were being displayed at a bargain price of £14.99, a significant reduction from the original price of £114.99.
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The item has since been removed from the Sports Direct website, but was still displayed as a Google search result on Wednesday morning. A description on the original listing read: “A beautiful keepsake for the ashes of your loved one. Classic modern style in Grey with silver trim.”
(Image: Sports Direct)
The listing added: “Ashes of your loved one are securely stored in this urn via a top lid,” reports The Sun.
Engravings were also available for an extra £5 — with one example reading: “In Loving Memory, Grandad. Forever in our hearts.”
Shoppers expressed their amusement at the fact that the budget sports retailer – much better known to the nation for selling giant Sports Direct mugs and Everlast tracksuits – appeared to be branching out into funeral care.
One Sports Direct customer joked: “I’ll have some Slazenger socks, some off-brand running shoes, and a cheap tin to stick nan in, please.”
(Image: Getty Images)
Europe’s biggest sports retailer, established in 1982 by the ex- Newcastle United owner, now operates under Mr Ashley’s Frasers Group.
Others speculated the unusual listing was a result of items being distributed across different stores owned by Mike Ashley’s Fraser shopping empire, which now owns Amara Living, House of Fraser, Jack Wills, GAME, Flannels as well as Sports Direct.
One user said: “Stuff like this started after Mike Ashley bought House of Fraser a few years back. He’s merging all his other business into his existing Sports Direct stores. It’s more obvious online, as you wouldn’t necessarily be browsing in-store for football boots, and stumble into the urn section.”
Items sold at Sports Direct include children’s toys, pyjamas, and even Christmas decorations.
The Daily Star has contacted Sports Direct for comment.
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