Frasers Group has entered into an agreement to acquire a majority shareholding in Maxi Sport SpA, a leading premium multi-sport retailer operating across Italy. With 18 stores, Maxi Sport SpA offers an extensive range of products spanning extreme sports and winter gear.
The acquisition forms part of the Group’s strategy to launch Sports Direct in Italy. Michael Murray, Chief Executive Officer of Frasers Group, commented: “Maxi Sport represents the pinnacle of premium sports retail in Italy, and this partnership is the next phase of that journey. I look forward to bringing our international experience and strong brand relationships together with their regional expertise to grow Maxi Sport’s unique offering and also launch Sports Direct in Italy in the future.”
Acquisition strategy
Frasers Group recently acquired leading European sports brand Hervis Hungary and Hervis Romania, adding over 75 stores to the Group’s portfolio in Central Europe. Under Murray’s leadership, the group’s ‘Elevation Strategy’ has seen a move away from its ‘pile-it-high, discount-heavy’ Sales Direct roots, instead focusing on brands that fit into sport, premium, or luxury categories, and expanding its retail and property footprint. Other recent moves in this direction include boosting its stake in ASOS to nearly 26%, cementing its position as the second-largest shareholder; acquiring Swindon Designer Outlet, one of the UK’s top five outlet centres by footfall; and considering a move to acquire online-only SilkFred.
The acquisitive approach comes on the back of robust H1 FY26 results. With these results providing momentum, Frasers Group is positioning itself for sustained growth across both established and emerging European markets.
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