British retail giant Frasers Group is making significant strides in expanding its presence in the EMEA market with the recent acquisition of Twin Sport Holding, a Netherlands-based sports retailer. Twin Sport Holding, operating under the Intersport Franchise owned by EKS Netherlands, boasts 17 physical stores across the country along with a strong online presence. In the fiscal year 2023, the company recorded an impressive revenue of approximately 75 million euros.
Moreover, Frasers Group has confirmed its engagement in advanced negotiations to acquire 10 former retail locations previously owned by Sprinter. Sprinter, a Dutch sports retailer, was part of a group of local brands that faced insolvency following the bankruptcy of their parent company, Sports Unlimited Retail, a subsidiary of JD Sports. The bankruptcy occurred towards the end of 2023, prompting speculation in mid-January about Frasers Group potentially taking over up to 20 stores, although the certainty of this deal was initially unclear.
Frasers Group, the parent company of Sports Direct, aims to bolster its sports retail footprint in the Netherlands through the acquisition of Twin Sport and the potential incorporation of Sprinter locations into the Sports Direct network. Currently, Frasers Group already operates five stores in the Netherlands under the SportsWorld brand.
In a statement, Ger Wright, the managing director at Frasers Group, emphasized the company's commitment to the EMEA market. Wright highlighted that Twin Sport would benefit from Frasers Group's Elevation Strategy, ongoing investments in omnichannel retail capabilities, and the strong Sports Direct brand ecosystem. The company's established relationships with global brands like Nike and Adidas, along with partnerships with popular local brands, are expected to enhance Twin Sport's offerings for consumers.
