Frasers plots members-only Matches relaunch

Frasers Group is considering relaunching Matches Fashion as an exclusive members’ club almost a year after it put the luxury fashion platform into administration.

The Sports Direct owner, which bought the brand back in a pre-pack deal, has put together proposals to turn the brand into the “Soho House of retail”, The Times reported.

The retail giant acquired the Matches brand and intellectual property out of administration last April for £19m. The pre-pack deal did not include Matches’ £80m worth of stock or its 250 employees.

It came weeks after Frasers put the business into administration, claiming it would be “too much” to rescue it in its current state.

Frasers is currently pitching its plans for Matches to luxury brands, which outlines a relaunch of the site as a members-only fashion and lifestyle concept by the end of this year.

The proposals suggest members would be invited to join by a committee of founder members and “global tastemakers” and would receive early access to exclusive products, personalised shopping and access to events in its London-based stores.

It is understood that Matches will relaunch initially with a focus on womenswear and launch in spring/summer 2026, followed by an expansion into menswear and new global markets.

The plans also suggest the retailer could reopen its former stores in Welbeck Street and Carlos Place in London.

Frasers is thought to have received interest from several brands, however the timing has frustrated some brands still left out of pocket by the collapse.

As a secured creditor to Matches, the retail giant is expected to receive the £94.4m it is owed. The 956 unsecured creditor, which include the likes of Prada and Gucci, are owed a combined £50m and they will not be repaid.

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