Sports Direct, Frasers Group’s sportswear and equipment operation, is the most scalable of the group’s retail models, according to CEO Michael Murray, as the Group looks to expand into Europe.
Speaking at the World Retail Congress, Murray stated that following a successful ‘elevation strategy’ of their UK store portfolio, the Group will now look to grow its presence in Europe, seeing a clear opportunity in the market for exporting Sports Direct to the continent.
He said that the proposition “doesn’t really exist in Europe” but added “it’s difficult to expand in these countries and [the Group] is making sure we’re going into spaces that align with where the brand partners see an opportunity for that elevated proposition in a market.”
He outlined Frasers Group’s investment into sport initiatives, giving back to the community of its biggest division; “We’ve invested into schools, getting kids playing sport and trying to get more people back into sport. We have to try and invest in all areas of the business to make sure that we’re doing good for the community as well.”
Alongside the sports category, the company has also invested heavily in its multi-brand platform with the acquisition of Studio Retail to create the regulated flexible payment and loyalty offer, Frasers Plus. In partnership with Tymitt, Frasers Group will integrate rewards and a regulated credit solution for customers that shop across Group facias as well as creating tailored communications and marketing.
The business plans to offer the technology platform behind Frasers Plus as a white label product for other retailers in the future.
