Frasers Group (OTCMKTS: SDIPF) is a diversified British retail, wholesale and online group offering a broad portfolio of sports, fashion and lifestyle brands. The company operates through a multi-channel model that encompasses physical retail outlets, e-commerce platforms and third-party wholesale distribution. Its retail estate includes a mix of flagship department stores, specialist sports chains and premium fashion boutiques, while its digital operations serve a global customer base.
Founded by Mike Ashley in 1982 as a single sports goods outlet in Maidenhead, the business expanded rapidly under the original name Sports Direct International. Frasers Group was publicly listed on the London Stock Exchange in 2007, and it acquired several heritage names over the following decade, including Jack Wills, House of Fraser and US shoe retailer Sofa.com. In mid-2019, the company officially rebranded from Sports Direct International to Frasers Group, reflecting its growing emphasis on premium and luxury retail alongside core sports and casual wear.
The group’s owned brands include Sports Direct, USC, Flannels, GAME and Evans Cycles, alongside its department store network such as House of Fraser and high-end fashion outlets under the Frasers and Flannels labels. In late 2021, Frasers Group completed its acquisition of the Selfridges Group, adding Selfridges, Brown Thomas and De Bijenkorf to its portfolio. Its operations span the United Kingdom and Ireland, with an expanding footprint in continental Europe and select online markets in North America and Asia.
Mike Ashley continues to serve as executive chairman and remains a significant shareholder, providing strategic oversight since the company’s inception. Frasers Group’s senior management team is focused on integrating its diverse brand portfolio, optimizing omni-channel capabilities and pursuing selective acquisitions to bolster its position in the mid- to high-end retail segment. The group places emphasis on digital innovation, supply-chain efficiency and customer loyalty programs to support long-term growth.
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