Frasers is set to open 12 new stores in Belgium, the Netherlands and Luxembourg (Benelux) as it announced a series of strategic acquisitions and partnership to boost international expansion.
The retailer, which acquired several stores formerly owned by Netherland-based Sprinter earlier this year, is set to open nine Sports World stores in the country, four of which have already opened with five new locations set to follow by the end of the month.
The group also plans to open two Sports Direct stores in Luxembourg and one in Belgium in the coming months, as it looks to strengthen its foothold in the region.
Frasers said it was “positioned for growth towards its ambition to become the largest multi-brand sport retailer in the Benelux region” after the latest acquisitions, which are a mix of online and physical Dutch sports retailer, the recently completed Twin Sport acquisition, as well as Atkiesport, Perry Sport and Sportsworld.nl.
The retailer said the integration process for the stores is ongoing “with plans to unlock retail synergies and access to new brands and categories in sport,” including key categories like football, running and training in the Twin Sport stores.
Ger Wright, managing director, sport, Frasers Group said: “Frasers Group remains committed to its international expansion ambitions and we see the Benelux region as fundamental to this. 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 utilisation of our own brands, will be invaluable as we look to grow our presence in the Benelux region.”
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