British retail giant Frasers Group is set to significantly expand its presence in the Benelux region, with plans to open multiple stores across the Netherlands, Luxembourg, and Belgium by the end of 2024.

The move comes as part of the company's ambitious international expansion strategy, solidifying its position in the European sports retail market.

In the Netherlands, Frasers Group is opening nine new Sports World stores, four of which have already begun operations. The remaining five locations are scheduled to open before the year's end. This expansion follows the group's recent acquisitions of Sprinter stores and Twin Sport, a Dutch retailer that generated revenue of €75m (£64m) in the 2023 financial year.

The group's chief executive officer, Ger Wright, expressed enthusiasm about the expansion, stating, "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."

Beyond the Netherlands, Frasers Group is also setting its sights on neighbouring countries. The company plans to open two Sports Direct stores in Luxembourg and one in Belgium in the coming months, further strengthening its foothold in the region.

These strategic moves are part of Frasers Group's broader vision to become the dominant player in the Benelux sports retail sector. The company has made several key acquisitions in recent months, including stores from sports retailers Aktiesport and Perry Sport, as well as the online platform www.Sportsworld.nl.

Wright emphasised the importance of the group's Elevation Strategy in this expansion, noting, "The expertise we have gained through our Elevation Strategy, particularly in our unparalleled brand relationships, retail elevation, and leveraging our own brands, will be invaluable as we look to expand our presence in the Benelux region."

With these developments, Frasers Group is poised to significantly increase its market share in the Benelux countries. The company's aggressive expansion strategy and recent acquisitions have positioned it to potentially become the largest multi-brand sports retailer in the region, marking a significant milestone in its international growth journey.

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