Frasers Group teams up with GMG to drive Sports Direct international expansion
Frasers Group has unveiled a 10-year strategic retail partnership with GMG to introduce its flagship sports retailer, Sports Direct, to the MENA region.
Frasers Group has announced a 10-year strategic partnership with GMG to bring its flagship sports retailer, Sports Direct, to the Middle East and North Africa (MENA) region.
GMG, a major retail player with a significant presence in MENA and Southeast Asia, operates an extensive portfolio of brands including Nike, JD Sports as well as its own multi-brand retailer, Sun & Sand Sports.
Frasers Group 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.”
As part of the collaboration, the two companies will work together to launch Sports Direct stores in the MENA region, further expanding the region’s already diverse retail market.
The pair hope the partnership will help them make inroads into the sports and lifestyle retail sector, with GMG aiming to strengthen its position as a leader in the market.
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The partnership aligns with GMG’s ambition to become a dominant force in the sports retail sector across all its regions of operation. The pair hope it will offer ‘high-quality products and innovative retail experiences’ to customers in MENA.
GMG CEO 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.
“At GMG, with over four decades of experience, we are committed to use our expertise in providing the best choices for quality products. We are uniquely positioned to integrate and scale Sports Direct’s presence successfully, bringing it closer to our consumers and crafting unparalleled sports retail experiences”
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