Frasers Group has conducted several strategic moves to enhance its foothold in the Benelux market.
- The company has opened new stores across the Netherlands, Belgium, and Luxembourg as part of its expansion.
- Following an acquisition earlier in the year, Frasers now plans more store openings in the Netherlands.
- The group’s ambition is to dominate the sports retail sector by broadening its brand portfolio and categories.
- Frasers Group aims to leverage its strategic expertise and brand relationships for sustained growth.
Frasers Group has embarked on a series of strategic acquisitions and partnerships to solidify its presence in the Benelux region. The expansion initiative includes opening new stores in the Netherlands, Belgium, and Luxembourg, which are aimed at strengthening its international market position.
In the Netherlands, the Frasers Group has opened four new Sports World stores and confirmed plans for five additional openings by the end of the year. This follows the earlier acquisition of Sprinter stores, further consolidating their retail footprint in the country.
Further developments include the introduction of Sports Direct stores in Luxembourg and Belgium, signalling Frasers’ intent to broaden its reach within these markets.
The sports retail giant has also acquired various Dutch sports retailers, including Twin Sport, Atkiesport, Perry Sport, and Sportsworld.nl. This is a part of its strategy to expand into new sports categories such as football, running, and training within Twin Sport stores.
Ger Wright, Frasers Group’s managing director of sport, expressed the company’s aim to become a leading force in sports retailing. She stated, ‘The expertise we have gained through our Elevation Strategy, particularly in our unparalleled brand relationships, retail elevation, and the utilisation of our own brands, will be invaluable as we look to grow our presence in the Benelux region.’
Frasers Group’s strategic advancements underscore its ambition to lead in the sports retail market within the Benelux region.
