Frasers Group has its full focus on growth in the Benelux region right now. The company is following a series of strategic acquisitions and partnerships, further strengthening the company’s international expansion ambitions.
In the Netherlands, following the acquisition of Sprinter stores earlier this year, Frasers is opening nine new Sports World stores, four of which have already opened, with an additional five locations confirmed to open by the end of the year. The company also plans to open two Sports Direct stores in Luxembourg and one in Belgium in the coming months, further strengthening the company´s presence in the region.
With the acquisition of a mix of online and physical Dutch sports retailers, including the recently completed acquisition of all shares in Twin Sport Holding, as well as Atkiesport, Perry Sport, and www.Sportsworld.nl, Frasers Group is now positioned for growth towards its ambition to become the largest multi-brand sports retailer in the Benelux region. The integration process for the stores is ongoing, with plans to unlock retail synergies and access to new brands and categories in Sport, including empowering the key categories of Football, Running and Training in the Twin Sport stores.
This was announced recently by the company in its FY24 report.
“Frasers Group remains committed to its international expansion ambitions and we see the Benelux region as fundamental to this,” said Ger Wright, Managing Director of Sport at Frasers Group. “We have made significant progress with store openings in the Netherlands and the acquisition of Twin Sport. We remain committed to affirming our position as an undisputed leader in sport retailing. 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.”
