Frasers Group, owned by Sports Direct founder Mike Ashley, has acquired Swindon Designer Outlet, one of the UK’s most visited outlet destinations, attracting over three million visitors annually.
The deal, announced on Dec. 9, strengthens Frasers Group’s position in premium retail and property management.
Located on the historic Grade II-listed site of the former Great Western Railway Works, the 250,000-square-foot outlet opened in 1997 and ranks among the UK’s top five outlets by footfall. It was previously owned by McArthurGlen and later LaSalle Investment Management, which acquired the site in 2022.
“This acquisition reinforces our property strategy and unlocks new opportunities for our brands and partners,” said Michael Murray, CEO of Frasers Group. “Physical retail is central to our elevation strategy, and investing in Swindon strengthens our position as both retailer and landlord.”
The move follows a series of high-profile acquisitions in 2025, including the Braehead Shopping Centre near Glasgow in November and the Waterfront Retail Park in Greenock earlier this year. These deals highlight Frasers Group’s aggressive expansion into physical retail destinations, complementing its portfolio of brands such as Sports Direct, House of Fraser, Flannels, Game, and Jack Wills.
Frasers Group is a major player in the sporting goods sector through Sports Direct and partnerships with leading brands such as Nike, Adidas, Puma, Under Armour, and Asics.
Expanding into prime outlet locations like Swindon is part of its “Elevation Strategy,” which focuses on premium retail experiences and strategic property investments. This positions the group as both a leading retailer and a major landlord in the UK market.
