Lillywhites

Lillywhites is a sports retailer based at Piccadilly Circus, London, United Kingdom. It is a division of Sports Direct International.

In the 19th century, several members of the Lillywhite family were leading cricketers; another, Fred Lillywhite, organised the first overseas tour by an England team to North America in 1859. In 1866, the Lillywhite "No. 5" football was chosen for a London v. Sheffield challenge match organised by The Football Association; the same model in the early years of the FA Cup and was the ancestor of the International Football Association Board's modern ball specifications. In 1886, the Ivy League chose the Lillywhite "No. J" as the standard for American college footballs.

The shop has been based at its current location of 25 Regent St. on Piccadilly Circus since 1925, catering to the London market with specialist departments for croquet and real tennis. Lillywhites' policy was to compete on quality products (which were charged at premium prices). For many years the company was owned by Forte Group. Until 2002, Lillywhites also had locations in other major cities in the United Kingdom including Leeds, Newcastle upon Tyne and Nottingham, with the Leeds store being a very large five storey building that opened in 1996 on The Headrow in the former Schofields department store. In the same year, Lillywhites was bought by the Portuguese company Jerónimo Martins.

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