Frasers Group is partnering with Australian footwear and apparel wholesaler Accent Group to launch Sports Direct stores across Australia and New Zealand. Over the course of a 25-year agreement, Frasers Group will target up to 100 locations.
The move is part of Frasers’ international growth strategy and will increase Sports Direct’s total store footprint by around 14%. The rollout will begin with an initial 50-store launch, backed by proceeds from an increase in Accent Group’s stake. Frasers recently lifted its shareholding in the company to 19.57%.
The store network will carry a mix of Frasers-owned labels such as Everlast, Slazenger, and Karrimor alongside global brands such as Nike, Adidas, and Under Armour. Accent will lead local operations, leveraging its existing infrastructure and brand relationships to support the expansion.
This marks a deeper integration between the two businesses. Accent also acquired Frasers Group’s MySale marketplace, consolidating Frasers’ retail interests in the region.
Frasers operates more than 500 Sports Direct stores in the UK, 170 in Europe, and 35 in Malaysia. Early investor response was positive, with Frasers shares rising slightly following the announcement.
