Frasers Group to acquire Dutch chain Twin Sport as it targets EMEA growth

​Frasers Group continues to make acquisitions with the firm that may be best known for its huge UK operations also growing internationally and looking across the channel at Europe.

Its latest acquisition move is an agreement to acquire Dutch sports retailer Twin Sport as part of the Sports Direct owner’s aim to become the EMEA region’s top sports retailer.

Twin Sport is a relatively small operation compared to the Sports Direct business with 17 stores in the Netherlands, a webstore and revenue of €75 million (£64 million) in FY23.

But the UK firm is also in talks to take on more than 10 former stores of Sprinter. That was part of the failed Sports Unlimited Retail, the Dutch subsidiary of Frasers’ major rival JD Sports Fashion. The subsidiary was declared bankrupt at the end of last year.

Adding Twin Sport and those 10 stores to Frasers’ existing five Sports World Netherlands stores underlines its ambitions in the Dutch market.

Ger Wright, managing director of sport at Frasers Group, said: “We are thrilled to be acquiring Twin Sport. 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.

“Our unparalleled relationships with global brands like Nike and Adidas, as well as our partnerships with beloved local brands, will enhance Twin Sport’s offering for consumers.”