Frasers Group is making significant strides in the Benelux region with a series of strategic moves.
- The company has acquired and opened several sports retailers in the Netherlands.
- New store openings are planned in Luxembourg and Belgium to enhance the brand’s presence.
- Frasers aims to expand its offerings into diverse sports categories.
- Leadership emphasizes strengthening its position as a leading sports retailer.
Frasers Group has embarked on a strategic expansion across the Benelux region, demonstrating its ambition to solidify its footprint in the international sports retail market. The acquisition of key sports retailers in the Netherlands, alongside the opening of new stores, marks a noteworthy step towards achieving this goal. Specifically, Frasers has acquired Sprinter stores and is poised to launch nine new Sports World outlets across the Netherlands, with four already operational and five more projected to open by year’s end.
In addition to these developments, Frasers Group is also set to establish two Sports Direct stores in Luxembourg and another in Belgium within the coming months. These store openings are part of a broader strategy to build a robust and recognizable sports retail brand across the Benelux region.
The group’s acquisition trail does not stop at stores alone. Frasers has secured control over a mix of Dutch online and physical sports retailers, notably acquiring all shares in Twin Sport along with Atkiesport, Perry Sport, and the digital platform Sportsworld.nl. This acquisition spree is aimed at fostering growth in new sports sectors, including football, running, and training, particularly within the Twin Sport stores.
Ger Wright, the managing director of sports at Frasers Group, articulated the company’s strategic direction by stating, “The expertise we have gained through our Elevation Strategy, particularly in our unparalleled brand relationships, retail elevation, and the utilization of our own brands, will be invaluable as we look to grow our presence in the Benelux region.” Such a forward-thinking strategy underpins Frasers’ ambition to become the foremost multi-brand sports retailer in the area, cementing its status as a significant player in the retail landscape.
Frasers Group’s ventures in Benelux signify a determined push towards being a major force in sports retailing.
