Frasers acquired the retail group, which owns Sportsmans Warehouse, Outdoor Warehouse and Shelflife, from Old Mutual Private Equity and Holdsport’s management for an undisclosed amount.
Frasers Group PLC (formerly known as Sports Direct International PLC) is a British retail, sport and intellectual property group. It is named after its ownership of the department store chain House of Fraser.
The company is best known for trading predominantly under the Sports Direct brand which operates both physical outlets and online.
Sportsman’s Warehouse and Outdoor Warehouse
Holdsport is a leading South African retailer specialising in sporting, outdoor, and recreational goods. The deal, still awaiting regulatory approval, underscores Frasers’ commitment to expanding and diversifying its international presence.
Holdsport operates 88 stores across South Africa and Namibia, including well-known brands such as Sportsmans Warehouse, Outdoor Warehouse, and premium streetwear retailer Shelflife.
In the financial year ending February 2024, Holdsport reported sales exceeding R3 billion. The acquisition also includes Holdsport’s e-commerce operations, modern warehouses, and manufacturing facilities in Johannesburg and Cape Town.
“We see potential in combining [Holdsport’s] regional expertise and own brands with our scale and resources, establishing a strong platform for growth,” said Michael Murray, CEO of Frasers Group.
“This acquisition is a great step forward for us, not only in expanding our footprint but also in enhancing our ability to meet the rising demand for high-quality sporting goods in a region with such dynamic growth,” he added.
Holdsport’s management and its former owners, Old Mutual Private Equity, expressed confidence in Frasers’ ability to build on the group’s success.
“Frasers is a natural home for Holdsport, given their passion for sport, outdoor, brands and their focus on customer service and innovation,” added Bradley Moritz, Holdsport CEO.
The acquisition follows Frasers’ recent investment in the Malta-based Hudson Group—a retail and distribution business with operations across 36 countries across Europe and North Africa.
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