LONDON, April 8 (Reuters) - British sports and fashion chain JD Sports (JD.L) said sales since January were up 0.3 percent on the same period in 2008, while full year results came in ahead of analyst expectations.

JD Sports shop

The company, which has nearly 450 stores around the UK and last year bought 10 percent of stricken rival JJB Sports (JJB.L), said the new year had started encouragingly -- particularly as Easter fell earlier in 2008.

Pre-tax profit before exceptional costs came in 24 percent higher at 53.6 million pounds, ahead of analyst forecasts for around 50 million, according to Reuters data.

The full year dividend was raised 41 percent to 12 pence a share. JD shares, which have nearly doubled this year after the firm twice said it would beat expectations for the year to end January, closed on on Tuesday 6 April at 359.5 pence a share, valuing the business at about 174 million pounds ($255.3 million).

(Reporting by John Bowker)