Frasers Group is accelerating its international growth with new store openings in the Benelux region, aiming to solidify its position in the sports retail market.
- The company plans to open nine Sports World stores in the Netherlands, expanding its presence significantly in the region.
- Following strategic acquisitions, Frasers Group will also launch two Sports Direct stores in Luxembourg and another in Belgium.
- These initiatives are part of the group’s broader strategy following its acquisition of Sprinter and Twin Sport earlier this year.
- Ger Wright, managing director of sport, affirms the Benelux region’s importance to Frasers Group’s international ambitions.
The Frasers Group is advancing its international expansion plans by opening nine new Sports World stores in the Netherlands. This expansion follows their acquisition of Twin Sport, a local chain that achieved €75 million in revenue during FY2023.
Previously, the group operated only five Sports World establishments in the Netherlands, but the acquisition of Sprinter—a bankrupt subsidiary of JD Sports Fashion—paved the way for increased expansion. To date, four out of the nine planned stores have opened, with the remainder expected by year-end.
In addition to the Dutch expansion, Frasers Group is entering the Luxembourg and Belgian markets with two Sports Direct stores in Luxembourg and one in Belgium. These planned openings enhance the group’s retail footprint within the Benelux region.
Ger Wright, managing director of sport at Frasers Group, stated: “Frasers Group remains committed to its international expansion ambitions and we see the Benelux region as fundamental to this.”
This strategic growth underscores the company’s commitment to securing a leading position in the sports retail sector, leveraging key acquisitions and new market entries to bolster its international presence.
Frasers Group’s strategic initiatives in the Benelux region highlight its commitment to expanding its international sports retail influence.
