Lillywhites is aiming to become a global brand and will recruit an international head of marketing to its board, following its change of ownership earlier this week.
The London sports store has been given a budget of 10m by its new owner, Portuguese food retailer and wholesaler Jeronimo Martins, to launch 12 stores in the UK over the next three years.
A similar store development programme will roll out across the rest of Europe.
Managing director Ashley Meyer says the company is considering franchise operations in the Middle East and the Far East in Singapore, Hong Kong and Japan.
Lillywhites already sells a limited number of own-label brands.
The store is also considering implementing umbrella branding, using the Lillywhites name to sell additional brands of sports goods.
Since the takeover, Lillywhites is believed to have dropped advertising agency D’Arcy Masius Benton & Bowles, in favour of its former agency, Progress.