Frasers, a British sportswear and fashion group, has announced a strategic 10-year partnership with Dubai-based retailer and distributor GMG to introduce its flagship brand, Sports Direct, across the Gulf region and Egypt. The collaboration aims to significantly expand Sports Direct’s presence, with a target of opening 50 new stores within the next five years.
The partnership will focus on retailing sports and fitness footwear, clothing, and equipment under the Sports Direct brand. The initial phase of the expansion will see the launch of five new stores in the region within the first year.
GMG, which already manages prominent brands like Sun & Sand Sports, Nike, and JD Sports across the Middle East, North Africa, and Asia, will leverage its existing infrastructure and market expertise to facilitate Sports Direct’s growth.
This move aligns with Frasers’ ongoing strategy of international expansion, which has recently included deals in the Netherlands, Australia/New Zealand, and Africa. Frasers, predominantly owned by Mike Ashley, is aiming to solidify its global footprint through this partnership.
