Mike Ashley's retail empire is set to report profits of up to £550m this week.
The Frasers Group tycoon owns brands including Sports Direct, House of Fraser, Jack Wills and Flannels.
A takeover spree also saw him snap up fast fashion site Missguided and the group has also built stakes in Currys, Boohoo, and Asos.
But much of the group's success is still owed to Sports Direct, which Ashley founded in 1982. The retailer made up more than half of Frasers' £2.8billion revenue in its half year results.
A makeover of its shops and new flagship stores have helped to elevate the brand.
Aarin Chiekrie, of Hargreaves Lansdown, said experts 'have been impressed by early signs' at new stores.
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