Frasers enters new retail partnership to support ‘ambitious international growth plans’ with expansion of Sports Direct

The 10-year partnership has been struck with GMG, a global retailer, distributor, and manufacturer of brands across sport, lifestyle, health and beauty, and more.

GMG has a significant presence in the Gulf, North Africa, and Southeast Asia, and its a key distributor and operator of Nike stores.

The new partnership aims to support Frasers’ “ambitious international growth plans” by facilitaing the group’s expansion in the Gulf and Egypt.

This will see 50 new Sports Direct stores targeted for opening across this region over the next five years. The first year will see five new stores open.

GMG said it is “uniquely postioned to integrate and scale Sports Direct’s presence successfully” and create “unparalleled sports retail experiences.”

Frasers Group chief executive Michael Murray said: “GMG is an unrivalled retailer in the region, operating and distributing an incredible portfolio of global brands in markets where we see real growth potential, particularly in sports and lifestyle.

“By leveraging GMG’s scale, deep retail expertise and market knowledge, our partnership will support the growth of our Sports Direct brand in the Gulf and in Egypt.”

“GMG is an unrivalled retailer in the region, operating and distributing an incredible portfolio of global brands in markets where we see real growth potential, particularly in sports and lifestyle.”

GMG chief executive and deputy chairman Mohammad A. Baker added: “Our collaboration with Frasers Group represents not just a key milestone, but a strategic expansion that underscores our commitment to redefine the sports arena across all markets in which we operate in.

“By introducing Sports Direct, a flagship brand in the industry, we are further positioning ourselves as a dominant force within the retail sports industry.”