In recent months, the British retail giant Frasers Group Plc has executed a number of acquisitions in the Netherlands. Along with acquiring all of Twin Sport Holding’s shares, the group also bought outlets from sports retailers Aktiesport, Perry Sport, and Sprinter. The group is now providing additional details about its strategies for the Benelux region.
The company said in a release that five more Sports World locations will open in the Netherlands before the end of 2024, in addition to the four that have already opened. The group intends to open two Sports Direct locations in Luxembourg and one in Belgium.
“Through the acquisitions of a mix of online and brick-and-mortar Dutch sports retailers, Frasers Group is now well-positioned to realise its ambition of becoming the largest multi-brand sports retailer in the Benelux region,” the company statement read.
Frasers Group’s managing director of sport, Ger Wright, stated in the press release that the company is still dedicated to its goals of expanding internationally and that it views the Benelux region as essential to achieving these goals. “With the opening of stores in the Netherlands and the purchase of Twin Sport, we have achieved great strides.”
“We remain committed to solidifying our position as the unchallenged leader in sports retail,” he said. “As we want to increase our footprint in the Benelux area, the knowledge we have learnt via our Elevation Strategy—particularly in our unmatched brand connections, retail elevation, and leveraging our own brands—will be important.”
