Frasers Group strategically advances its presence across the Benelux region, marking substantial growth through new acquisitions and store openings.
- In the Netherlands, the group builds on earlier success with nine new Sports World stores, four of which are already operational, while five more will launch by year’s end.
- Luxembourg and Belgium are also key to Frasers’ strategy, with plans to open Sports Direct outlets in both countries imminently.
- The acquisition of online and physical retailers, including Twin Sport and www.Sportsworld.nl, underscores Frasers’ commitment to becoming the leading sports retailer in Benelux.
- Ger Wright, Managing Director of Sport, emphasizes the instrumental role of their ‘Elevation Strategy’ in achieving these international expansion goals.
Frasers Group is taking decisive steps to bolster its international footprint with a series of strategic moves in the Benelux region. In the Netherlands, the company is enhancing its retail presence by opening nine new Sports World stores, in addition to the acquisition of Sprinter stores earlier in the year. Currently, four stores are operational, and the remaining five are scheduled to open before the end of the year.
Simultaneously, Frasers Group has outlined its intentions to launch two Sports Direct outlets in Luxembourg and an additional store in Belgium in the forthcoming months. These developments reflect the group’s ambition to strengthen its retail operations and visibility in the area.
Frasers Group is not only focusing on physical store openings but is also increasing its capabilities in the digital market through acquisitions. The purchase of both online and brick-and-mortar sports retailers such as Twin Sport and www.Sportsworld.nl signifies a substantial expansion in its market offer. The aim is to penetrate new sports categories including football, running, and training, thereby diversifying its product range.
These strategic initiatives are a testament to Frasers Group’s goal of becoming the preeminent multi-brand sports retailer in the Benelux region, a vision supported by the company’s robust brand partnerships and self-owned brands. As stated by Ger Wright, the Managing Director of Sport, their ‘Elevation Strategy,’ which leverages brand relationships and retail enhancing techniques, is crucial in this expansion effort.
Frasers Group’s strategic initiatives underscore its ambition to dominate the Benelux sports retail market.
