Frasers Group has made a series of strategic acquisitions and partnerships in the Benelux region, strengthening its international ambitions.
In the Netherlands – following the acquisition of Sprinter stores earlier this year – Frasers is opening nine new Sports World stores. Four of these have already opened, with an additional five locations confirmed to open by the end of the year.
The group also plans to open two Sports Direct stores in Luxembourg and one in Belgium in the coming months.
Related Story
The sporting giant has acquired a mix of online and physical Dutch sports retailers, including the recently completed acquisition of all shares in Twin Sport, as well as Atkiesport, Perry Sport, and www.Sportsworld.nl.
It plans to expand into new sports categories, including football, running and training in the Twin Sport stores.
The moves solidify the group’s ambition to become the largest multi-brand sports retailer in the Benelux region.
Frasers Group managing director of sport, Ger Wright, said the company wanted to affirm its position as “an undisputed leader in sport retailing.”
She added, “The expertise we have gained through our Elevation Strategy, particularly in our unparalleled brand relationships, retail elevation, and the utilisation of our own brands, will be invaluable as we look to grow our presence in the Benelux region.”
Click here to sign up to Retail Gazette‘s free daily email newsletter
