Frasers Group is intensifying its presence in Europe with new store openings in the Benelux region.
- The company is set to open nine new Sports World stores in the Netherlands, expanding its footprint significantly.
- In addition, two Sports Direct outlets are planned for Luxembourg with another in Belgium, marking its continued growth.
- This expansion follows strategic acquisitions including Sprinter earlier this year, boosting its capabilities.
- Frasers Group aims to solidify its leadership in sports retail within this key European market.
Frasers Group is taking major steps to enhance its European presence by increasing the number of its retail outlets in the Benelux region. With nine new stores under the Sports World brand opening in the Netherlands, four have already commenced operations with five more expected by the year’s end. This move significantly boosts their existing portfolio of five stores in the country.
The expansion is not limited to the Netherlands. The company is also planning to introduce its Sports Direct brand to Luxembourg with the opening of two stores, along with an additional store set to open in Belgium. This strategic growth is a testament to Frasers Group’s ambition to expand its international footprint.
These new store openings follow Frasers Group’s recent acquisition of Sprinter, a part of Sports Unlimited Retail from JD Sports Fashion, which experienced bankruptcy in December 2023. This acquisition has evidently played a crucial role in Frasers Group’s ability to scale up its operations across Europe.
In another strategic move, Frasers Group acquired Twin Sport in April, a chain with 17 stores in the Netherlands generating €75 million in revenue for FY2023. This acquisition complements the new openings and solidifies Frasers Group’s market position in the region.
Ger Wright, managing director of sport at Frasers Group, emphasised the importance of the Benelux region to the company’s international expansion plans. His statement “Frasers Group remains committed to its international expansion ambitions and we see the Benelux region as fundamental to this” underscores the strategic importance of these developments.
Frasers Group’s strategic expansion in the Benelux region underscores its commitment to becoming a leading force in the European sports retail market.