In a strategic move to fortify its presence in the European sports retail market, Frasers Group plc has penned a binding agreement with Signa Retail Department Store Holding GmbH to acquire SportScheck, Germany’s prominent sports retailer.

Deepening Footprints in Germany

The integration of SportScheck into the Frasers Group is set to further entrench its foothold in Germany. With Germany being recognized as one of Europe’s most lucrative sports markets, this acquisition naturally aligns with Frasers’ ambitions for their Sports segment. Boasting a rich legacy of over 75 years in the sports retail industry, SportScheck operates 34 stores in prime urban locales throughout Germany. Their impressive track record showcases an annual revenue close to €350m and an unwavering customer loyalty, evident with over 13 million visitors annually.

Synergies and Strategies: A New Era for SportScheck

Within the ambit of Frasers, SportScheck is primed to harness the benefits of the group’s Elevation Strategy. Historically, this strategy has catalyzed stellar performance metrics by bolstering store concepts, digitizing operations, and forging robust brand collaborations. With a longstanding partnership with global sports giants like Nike and Adidas, Sports Direct, under Frasers Group, is well-poised to facilitate SportScheck’s global outreach.

Michael Murray, the CEO of Frasers Group, reflected on this landmark acquisition, stating, “Acquiring the leading sporting goods retailer in Germany propels our vision of reigning supreme as the top sports retailer in EMEA. The immense potential of the German market augments our journey to transform into a global retail behemoth. With the unwavering support of global brand stalwarts, Adidas and Nike, we’re enthusiastic about amalgamating our expertise and resources to elevate the SportScheck brand.”

Reverberating this sentiment, Bjørn Gulden, the CEO of Adidas AG, lauded Michael’s relentless efforts in elevating the Frasers Group. He remarked, “Michael’s transformative approach with Frasers Group and Sports Direct is truly commendable. This acquisition underscores their unwavering commitment to the sports domain, marking a pivotal phase in their global expansion blueprint. At Adidas, we are wholeheartedly committed to bolstering Sports Direct’s global aspirations.”

This pivotal transaction, however, awaits the nod from Merger Control Clearance. Stakeholders are optimistic about the deal concluding in the first quarter of 2024, with more updates to follow suit.

  Adidas, Bjørn Gulden, Frasers Group, Germany, Michael Murray, Nike, Retail acquisition news, Signa Retail, Sports Direct, SportScheck