The acquisition of Twin Sport not only boosts Frasers’ footprint in the Netherlands, where it operates five stores under the Sports World brand, but also paves the way for an enhanced presence in the broader Benelux region – a key market for the fashion conglomerate.
Twin Sport, a player in the Intersport franchise currently owned by EKS Netherlands, boasts more than three decades of experience in the sports retail sector.
With 17 strategically located stores across the Netherlands and a strong online presence, Twin Sport recorded revenues of approximately €75m ($80m) in the fiscal year 2023.
Additionally, Frasers Group confirmed previous speculation and said it was currently in advanced talks to acquire more than ten former retail locations of Sprinter, another sports retailer in the Netherlands.
Sprinter, Perry Sports and Aktiesport were among the brands that fell victim to the bankruptcy of their owner, Sports Unlimited Retail, which is a subsidiary of JD Sports.
Although the group went bankrupt at the end of 2023, in mid-January, there were rumours that Frasers might take over a maximum of 20 stores. However, it was uncertain at that time whether this would happen.
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By GlobalDataWith existing operations under the Sports World brand in the Netherlands, the integration of Twin Sport and potentially Sprinter’s stores will further fortify Frasers’ market position.
Ger Wright, managing director of sport at Frasers Group, said: “This acquisition accelerates Sports Direct’s ambition to become the leading sporting goods retailer in EMEA. As part of Frasers, Twin Sport will benefit from our elevation strategy, our ongoing investment in omnichannel retail capabilities, and the incredible Sports Direct brand ecosystem.”
Wright also underscored the significance of Frasers’ extensive network of global brand partnerships, including names like Nike and Adidas, which will enrich Twin Sport’s product offerings, enhancing the overall consumer experience.
The completion of the Twin Sport transaction remains contingent upon receiving Dutch merger control clearance from the Dutch Competition Authority.jj
In January, Frasers Group snapped up the assets and IP of CrossFit and fitness performance brand WIT Fitness as part of its wider strategy of becoming a world-leading sports retailer.
It was only last week that Frasers Group confirmed to Just Style that it had acquired independent menswear retailer Aphrodite.
However, on 8 March, the retail group announced it was putting Matches, its luxury online clothing platform, into administration.
At the time Frasers Group said Matches had “continued to make material losses” despite the retail conglomerate’s support and the brand’s management team attempting to find ways to “stabilise” the online clothing platform.
GlobalData apparel analyst Alice Price also said at the time it showed Frasers had underestimated the scale of investment and time required to turn around the Matches business.
