A discount snow sports retailer with a store in Exeter has been taken over by sportswear giant Sports Direct.
The Ski & Outdoor Warehouse in Alphinbrook Road, Marsh Barton, will be rebranded as Skiwear4less following the deal.
It comes as Sports Direct, which has 400 stores and a turnover of £1.8bn, aims to increase its share of the snow sport market by 20 per cent within three years.
Online retailer Skiwear4less also has shops in Carlisle, Tamworth and Castleford.
Sports Direct spokesman Steve Thomas said: "The snow sports market is relatively untapped by Sports Direct and despite having some excellent ski brands in store, we are not currently known as a store for ski/snowboarding kit. The acquisition of Skiwear4less opens up an excellent opportunity for us to grow our presence in the snow market. We look forward to working with our teams over the next few months and years to make Sports Direct/Skiwear4less the first port of call for current and aspiring skiers and snowboarders."