One4all Gift Cards, part of BHN, today announced the addition of leading Frasers Group brands – Sports Direct, FLANNELS, and FRASERS – to its network of redemption partners.
These household names will be active across One4all’s physical and digital gift card portfolio, online and in store from November 2025.
Sports Direct, FLANNELS, and FRASERS are joining One4all Gift Cards and the following Favourites.
- Sports Direct is available across One4all Fashion Favourites, Active Favourites, and Teen Favourites Gift Cards.
- FRASERS and House of Fraser are available on the One4all Gift Card, Fashion Favourites, Home & Garden Favourites, Beauty and Spa Favourites Gift Cards.
- FLANNELS is available on the One4all and Fashion Favourites Gift Cards.
The partnership further strengthens One4all’s position as the UK and Ireland’s leading multi-retailer gift card, expanding its reach into the premium, lifestyle, and active retail categories.
Frasers Group – known for its commitment to rethinking retail through digital innovation and exceptional in-store experiences – represents some of the most recognisable brands on the British high street. From Sports Direct’s accessible sportswear to the luxury fashion offering at FLANNELS, the partnership brings additional choice and value to millions of One4all recipients and corporate clients.
David Walsh, VP original content, EMEA and Ireland country manager at One4all Gift Cards, part of BHN, said: “We’re thrilled to welcome Frasers Group to the One4all Gift Card family. These are iconic retail brands that resonate deeply with UK consumers, and their addition reflects our shared commitment to providing greater choice, flexibility, and convenience to both shoppers and brand connections to our retailer network. In the UK, the appetite amongst consumers is on the rise, with predicted gift card spend at £604 this festive period, an increase of 11% from 2024. So, this partnership comes just in time for the peak Christmas spending period.”
The popularity of multi-brand gift cards continues to grow. BHN’s Christmas research of over 5,000 consumers in EMEA, revealed consumer’s preference to receive a multi-brand gift card this Christmas, is up 14% YoY.
One4all Gift Cards holders can now redeem both their physical and digital gift cards with Sports Direct, FLANNELS, House of Fraser, and FRASERS both in-store or online
