Frasers Group is enhancing its market presence in the Benelux region through strategic acquisitions and store openings.
- In the Netherlands, Frasers has acquired various Dutch sports retailers and is opening nine new Sports World stores.
- Four Sports World stores have already opened, with five more planned by year’s end.
- Two Sports Direct stores are set to open in Luxembourg, with another planned for Belgium.
- Frasers aims to lead in the Benelux sports retail market, leveraging its brand relationships and Elevation Strategy.
Frasers Group has embarked on a significant expansion drive within the Benelux region. This strategic movement follows the acquisition of Sprinter stores in the Netherlands earlier this year. By capitalising on these existing assets, Frasers has set an ambitious plan to open nine new Sports World locations. Of these, four stores have already commenced operations, with five more anticipated to be operational by the end of the current year.
In addition to its activities in the Netherlands, Frasers Group is broadening its geographical footprint in Luxembourg and Belgium. The group plans to inaugurate two Sports Direct stores in Luxembourg, reinforcing its commitment to bringing diverse sports retail options to the region. Furthermore, an additional store is slated to open in Belgium in the forthcoming months, thereby consolidating Frasers’ market presence.
The expansion strategy is further amplified by Frasers’ acquisition of a comprehensive mix of Dutch sports retailers, including full ownership of Twin Sport, along with Atkiesport, Perry Sport, and the online platform, www.Sportsworld.nl. This acquisition enables Frasers to delve into new sporting categories, primarily focusing on football, running, and training within Twin Sport outlets.
Frasers Group’s managing director of sport, Ger Wright, has expressed the company’s ambition to cement its status as the leading multi-brand sports retailer in the Benelux area. Wright highlighted the importance of their Elevation Strategy, which emphasises strong brand partnerships, retail enhancement, and leveraging proprietary brands. This strategy, according to Wright, is indispensable for bolstering Frasers’ expansion objectives across the region.
Frasers Group’s strategic expansions and acquisitions mark a pivotal step towards dominating the sports retail market in the Benelux region.
