Frasers Group is set to expand its footprint in Europe with new openings by year-end.
- Nine Sports World stores are planned for the Netherlands, enhancing their regional presence.
- Luxembourg will see the opening of two Sports Direct stores, broadening the group’s reach.
- Belgium is also on the map with plans for one new Sports Direct store.
- These expansions follow significant acquisitions aimed at boosting market share.
Frasers Group is actively pursuing its international expansion strategy by increasing its presence across Europe. By the end of the year, the group aims to inaugurate nine new Sports World stores in the Netherlands. This strategic move is part of their broader plan to strengthen their foothold in the European market.
The expansion is significantly bolstered by the recent acquisitions the company made. Earlier this year, Frasers Group acquired Sprinter, formerly owned by JD Sports Fashion’s Dutch subsidiary, Sports Unlimited Retail, which declared bankruptcy in late 2023. This acquisition, along with the purchase of Twin Sport, which operates 17 stores across the Netherlands with a revenue of €75 million in fiscal year 2023, enhances Frasers Group’s market position.
Currently, Frasers Group operates five Sports World stores in the Netherlands. The addition of the nine new stores marks a substantial increase in their operations within the country. Four of these stores are already functional, with five more scheduled to open shortly.
In addition to its activities in the Netherlands, Frasers Group is broadening its reach into neighboring Luxembourg and Belgium. The company plans to open two Sports Direct stores in Luxembourg and one in Belgium by the end of the year, further cementing its status as a leader in sports retailing.
“Frasers Group remains committed to its international expansion ambitions and we see the Benelux region as fundamental to this,” stated Ger Wright, Managing Director of Sport at Frasers Group. The group’s efforts in opening new stores and acquiring existing businesses highlight its focus on becoming an undisputed leader in the sports retail industry.
Frasers Group’s strategic expansion across the Benelux region underscores its ambition to lead the European sports retail market.
