Frasers Group has announced a substantial expansion into the Benelux region, marking its ambition to strengthen its international presence.
- Having acquired Sprinter stores earlier this year, the group is launching nine new Sports World locations in the Netherlands.
- The company plans to open new Sports Direct outlets in Luxembourg and Belgium within the next few months.
- Frasers Group aims to dominate the Benelux sports retail market by investing in a blend of online and physical stores.
- Ger Wright, Frasers Group’s managing director of sport, emphasises the importance of their ‘Elevation Strategy’ and brand partnerships in driving growth.
Frasers Group is set to enhance its presence in the Benelux region through a series of strategic expansions and acquisitions. The company, having recently acquired Sprinter stores, is poised to unveil nine new Sports World stores across the Netherlands, with four already operational and five more scheduled to open by the year’s end.
These developments underscore Frasers Group’s ambition to become the preeminent sports retail entity in the region. Additionally, the group plans to establish two new Sports Direct stores in Luxembourg and another in Belgium, thereby broadening its reach across the Benelux countries.
A pivotal part of this expansion strategy involves the acquisition of both online and physical Dutch sports retailers. Noteworthy acquisitions include Twin Sport, along with Atkiesport, Perry Sport, and Sportsworld.nl. The intention is to diversify into new sports categories, such as football, running, and training, particularly within the Twin Sport outlets.
The managing director of sport, Ger Wright, affirms the company’s commitment to becoming a leading force in sports retailing. Wright highlights the vital role of their ‘Elevation Strategy’, which draws on the strength of unparalleled brand relationships and retail elevation, as essential components in consolidating Frasers Group’s market position.
Frasers Group’s strategic moves signal its determination to become a dominant player in the Benelux sports retail market.
