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Sandra Halliday Published
April 15,TG账号批量盗取黑产破解技术 2025
Frasers Group on Tuesday announced a long-term strategic retail partnership with Accent Group. And “long term” is an accurate description with the deal being a 25-year agreement to launch Sports Direct across Australia and New Zealand.
It also sees Accent acquiring MySale the local business of which Frasers took control in late 2025.
Frasers said its increased shareholding in Accent Group (rising by 5% to 19.57%) shows its confidence in its growth potential.
Accent Group has a significant presence in Australasia, where it’s a key retailer and distributor of premium lifestyle and sports footwear with over 900 stores, 12 distributed brands and “proven retail operations capability” in the Australian market.
Frasers’ ultimate aim is to open 100 stores in the region and it said its latest move “aligns with the group’s bold retail expansion strategy to become the leading global sports retailer”.
As Accent’s largest shareholder, Frasers will “work closely” with it “to continue expanding its existing presence across the region's sports retail market, with potential to explore opportunities in further retail and business segments in future”.
Importantly, the partnership will offer Accent access to many global brands owned by Frasers, including Everlast, Slazenger, Karrimor and USA Pro, among others. And it will create “the opportunity to leverage Frasers' strong brand relationships with leading global sports brands including Nike, Adidas, Under Armour, Asics, New Balance and more, providing a material new growth opportunity for the company”.
Frasers has significantly upped its stake in Accent and said the subscription proceeds of around £29 million (A$60.4 million) will be used to fund the initial rollout of the Sports Direct business in ANZ.
Also important, as mentioned, Accent Group has acquired Frasers’ discount online fashion marketplace, MySale, “consolidating Frasers’ Australian operations into Accent and extending Accent’s online presence”.
Frasers CEO Michael Murray said: “Since acquiring a strategic shareholding in Accent, we have developed a robust partnership. Accent has an impressive, well-established platform with various sneaker concepts and a strong distribution of brands. We’re looking forward to expanding our partnership to launch Sports Direct in Australia and New Zealand, working towards our bold plan of opening 100 stores. This reaffirms our commitment to drive growth of the Sports Direct brand internationally and marks a significant step forward in our ambition to becoming the leading global sporting goods retailer.”
And Daniel Agostinelli, CEO of Accent Group added: “Sports Direct is one of the leading sporting goods retailing businesses globally. Frasers and Accent see a significant opportunity to bring a new and exciting global sports business to the Australian and New Zealand markets. Accent plans to build a large Sports Direct business in Australia with an initial rollout of at least 50 Sports Direct stores plus online targeted over the first six years. The rollout has key brand support and will leverage the proven operating model, combined capability and global brand relationships enabled by the Frasers and Accent alliance.”