British sportswear and fashion powerhouse Frasers Group has announced plans to open more than 350 Sports Direct stores across Southeast Asia and India. This ambitious expansion will be carried out through its existing partnership with Indonesian retailer MAP Active, marking a significant step in the brand’s international growth strategy.
Expanding Footprint Across Key Markets
The expanded partnership will see Frasers Group’s flagship sportswear brand, Sports Direct, grow further within Indonesia and establish a presence in new markets, including India, the Philippines, Thailand, Vietnam, and Cambodia. This move underscores Frasers’ commitment to becoming a major player in the global sports retail sector.
Frasers Group, which is majority-owned by British billionaire Mike Ashley, has been actively pursuing international expansion through strategic partnerships. Recent deals have extended its reach into the Gulf region, Egypt, the Netherlands, and other key markets, reinforcing its status as a global retail giant.
A Strengthened Partnership with MAP Active
MAP Active, a division of PT Mitra Adiperkasa Tbk, is a leading operator of over 40 exclusive sports and leisure brands in the region. The collaboration between Frasers Group and MAP Active began in 2023 with the launch of Sports Direct in Indonesia. The success of this joint venture has paved the way for further expansion, leveraging MAP Active’s established retail infrastructure and market expertise.
Strategic Growth in Emerging Markets
Southeast Asia and India represent lucrative opportunities for sportswear brands, given the rising demand for athletic apparel, footwear, and lifestyle sports products. With a growing middle class, increased health consciousness, and the popularity of international brands, Frasers Group is positioning itself to capitalize on these trends by offering high-quality sportswear at competitive prices.
By expanding its Sports Direct presence in these high-growth markets, Frasers Group aims to solidify its position as a global leader in sports retail while strengthening its partnership with MAP Active. This aggressive expansion strategy aligns with the company’s broader vision of increasing brand visibility, customer engagement, and market share worldwide.
Looking Ahead
As Frasers Group continues its rapid global expansion, the rollout of Sports Direct stores across Southeast Asia and India will be closely watched. With a well-established partner in MAP Active and a growing consumer base eager for premium sportswear, the brand’s presence in these markets is poised for long-term success. Future developments may see Frasers Group exploring additional partnerships and expanding its footprint even further in the global sports retail industry.