Shifting its strategy away from acquiring struggling UK businesses, the Frasers Group has entered into a partnership with Sports Direct to bring the sportswear retailer to Southeast Asia and India.

Teaming up with MAP Active, a major sports, fashion, and distribution operator in South Asia, Frasers Group is launching Sports Direct in five new markets. This initiative supports the group’s ambitious growth plans, which include opening over 350 stores in the region over the long term.

Leveraging MAP Active’s infrastructure, local expertise, and established brand distribution, Frasers Group will position Sports Direct as a leading sports retailer in Indonesia as well as the Philippines, Thailand, Vietnam, and Cambodia.

Michael Murray, CEO, Frasers Group, states, the group aims to increase its footprint and offer top-tier brands to consumers by combining the proven sports retail model of Sports Direct with MAP Active’s market expertise.

VP Sharma, CEO, MAP Active, adds, the company’s shared vision for excellence in sports retail with the Frasers Group will allow it to create engaging brand experiences, drive customer interaction, and set new industry standards in this vibrant area.

Last month, Frasers Group entered into an agreement with retail conglomerate GMG to introduce British sportswear retailer Sports Direct to the MENA region, continuing its aggressive expansion plans.

This new partnership will enable Frasers Group to expand in the Gulf and Egypt, with a goal of opening 50 new Sports Direct stores in the region over the next five years. The first five stores are expected to open within the first year of the partnership.