LONDON: Frasers Group has entered a strategic partnership with Accent Group to expand its Sports Direct brand across Australia and New Zealand, marking a significant milestone in its international growth ambitions.
Accent Group, a leading retailer and distributor of premium lifestyle and sports footwear in Australasia with more than 900 stores and 12 distributed brands, will support Frasers Group in its objective to open 100 Sports Direct stores in the region. This partnership aligns with Frasers’ broader strategy to become the world’s leading sports retailer.
As the largest shareholder in Accent Group, Frasers plans to raise its shareholding to 19.57%, with an investment of approximately £29 million (AU$60.4 million). This funding will aid the rollout of Sports Direct stores and consolidate Frasers’ operations in Australia, including the integration of its discount online marketplace, MySale, into Accent Group’s business.
Michael Murray, Frasers Group CEO, praised Accent Group’s strong operational capability and expressed enthusiasm for the partnership. “We’re looking forward to working together to launch Sports Direct in Australia and New Zealand, moving towards our bold plan of opening 100 stores,” said Murray.
Daniel Agostinelli, CEO of Accent Group, shared optimism about the venture, noting significant opportunities in the sports retail market. “We see great potential in bringing Sports Direct’s global presence to Australasia and aim for an initial rollout of 50 stores within six years,” Agostinelli said.
The partnership provides Accent Group access to Frasers’ portfolio of global brands, including Everlast and Slazenger, while leveraging Frasers’ relationships with top sports brands like Nike and adidas. Both companies see this collaboration as a chance to unlock substantial growth and redefine sports retail in the region.