UK-based sporting goods retailer JJB Sports saw a first-half loss of £24.6 million ($37.6 mm), narrowing last year’s loss of £41.9 million ($56 mm) in the prior-year term. Contributing to the uptick were increased sales of replica soccer clothing during this year’s World Cup. A highly promotional environment kept the recently-maligned retailer in the red for the period, stymieing a much-needed recovery after the company nearly went under last year.

In the first-half, sales rose 10% to £184 million ($280.9 mm). Gross profits also saw an increase, rising to £77.6 million ($118.5 mm) from £60 million ($80 mm) in the prior year.

The company expects full-year gross margin of around 40% to 42% of revenue, despite the increase in value-added sales promotions such as September’s “Save and Spend” promotion.

In other news, the first-half saw JJB restructuring senior management. The company appointed Kate Hayes, a former international retail director at Ben Sherman and a buying director at Nike Inc., as a trading director last month, while Ron Rome became retail director in April. The company recently disclosed that Debbie Robinson, formerly head of food marketing at The co-operative Group, will run JJB’s marketing.