What started as a single shop in Bury, England has now expanded across the UK, and by 1996, JD has opened a total of 56 stores. By 2011, JD has dominated most of the EU, primarily in Germany, Ireland, France, Netherlands and Spain, with Denmark and Sweden to follow suit. At this moment in time, JD was already regarded as the most innovative visual merchandiser of sportswear with the best and most exclusive stylish range.