Sports Direct eyes European M&A starting with France’s Go Sport

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Sports Direct, the sporting goods retailer owned by Frasers Group Plc, is seeking to expand in Europe, including with a possible acquisition of France’s Go Sport chain.
Buying the business out of administration would allow Frasers to grow in France “with some authority rather than opening store by store,” said CEO Michael Murray. Sports brands are consolidating across Europe, which provides an opportunity for Frasers, he said.
Murray said he’s looking “market by market” at companies that may need financial scale, better logistics expertise or own-brands to make them more profitable.
Go Sport was placed into receivership in January, after its owner ran out of cash. It has around 80 stores across France. Other parties, including Intersport, have also shown interest in the retailer, French newspaper Les Echos reported.
Sports Direct is going through its own transformation in the UK from dingy stores with a pile-it-high, sell-it-cheap approach to big, bright spaces full of brands. The retailer is opening a 50,000-square-foot Manchester store this week housing Nike, Adidas, Under Armour and Puma alongside the company’s own brands like Everlast and Slazenger.
“We would never have even been able to imagine that we’d have had this product five years ago,” said Murray, speaking from the store, which sells Nike Alphafly 2 running shoes for £279.99 ($343). “We have a great product offering, great partnerships with brands, a great business model. We can now look further afield, especially with brands potentially consolidating across Europe.”

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