Frasers Group

We are changing the face of retail. From humble origins starting as a small sports shop in Maidenhead in 1982, Frasers Group is now a collection of the world’s most iconic brands.

We’ve never been afraid to strive forward and change the way the industry operates, diversifying our portfolio and elevating stores. We’re pushing the boundaries of traditional retail environments; future-proofing our business and improving product access to create a shopping environment that will be fit for purpose for many more years to come. We’re not sitting back – there’s no room for hesitation.

Our beginnings were in 1982 when CEO Mike Ashley opened up his first sports and ski shop in Maidenhead. By the late 1990s, he had opened 100 stores across the UK, rebranding his chain as Sports Soccer and acquiring some major brands including Donnay. By 2008 we were trading under the name Sports Direct and had become a high street staple.

As we grew, we became more than just a sports retailer, rebranding as Frasers Group in 2019. We established our three core pillars: Sports, Lifestyle and Luxury. These pillars underpin our elevation strategy to rethink retail by focusing on store experience, digital and product. Our pioneering approach to retail is showing no sign of slowing, and as we continue to grow our stores, we turn our attention to continually transforming our own brands.