Frasers Group launches share buyback as it appoints new joint broker

The retailer said that the aggregate purchase price of the buyback will not exceed £80m and that the sold shares “will be placed into treasury”, adding the “sole purpose of these share purchases is to reduce the company’s share capital”.

The buyback launched today and could run until mid-September 2026, the date of the company’s next annual general meeting.

The announcement comes four days after the sportswear giant updated the market about its financial performance for the last year.

For the 52 weeks ending April 6, 2026, the group reported an 8.7% uptick in sales to £5.3bn in a year where Frasers acquired international businesses, including Holdsport in South Africa and XXL in the Nordics. The company also opened its first stores with partners in Malta, Australia and the Middle East.

Frasers looks set to continue its international expansion after tabling bids for German premium fashion brand Hugo Boss and Australian retail business Accent Group. The company has also reportedly forced its way into the sales process for luxury department store chain Harvey Nichols.

Trading in its UK sports retail segment, which now represents just under half of the company’s revenue, was down 4.7% while its premium lifestyle segment saw sales slip by 6.9%. Retail profit from trading nonetheless increased by over a fifth.

Chief executive Michael Murray cited “the impact of tough trading conditions, subdued consumer confidence and industry-wide excess inventory levels” through the second half of the year and the start of its 2027 financial year.

“These pressures are weighing on the entire sector, creating a prolonged and challenging environment, meaning the full potential of this progress has not yet been realised,” he said.

“Despite these external factors, the group remains focused, resilient and will continue to invest in opportunities that support sustainable, profitable growth.”