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Get Ready to See More Sports Direct Stores in M’sia as Frasers Group Asia Announces Expansion Across Southeast Asia!


Wob Announcement Frasers
Source: Provided to WOB

During an official breakfast for local press and retail and property stakeholders at Sunway Resort Hotel in Kuala Lumpur, Frasers Group Asia shared plans for further growth in Malaysia during 2024, and the intention to expand within Southeast Asia, starting with Indonesia.

Frasers Group plc (“Frasers” or “the Group”) owns and operates Sports Direct and USC retail, with 34 stores across the peninsula and in east Malaysia, having recently opened the latest Sports Direct store at Aeon Tebrau, Johor.

Group Photo

Today, the Group announced the opening of five new Sports Direct stores by the end of 2024 in Sunshine Mall Penang, Bintang Mall Miri, Aeon Nilai, Aeon Kota Bahru and Mayang Mall Terengganu. Frasers Group Asia also announced the opening of two flagship Sports Direct stores in Mid Valley Mega Mall and Sunway Pyramid in late 2024.

Sports Direct’s stores boast the world’s biggest sports and lifestyle brands in the industry, including Nike, adidas, Puma, Under Armour, New Balance, and Asics, ensuring the best in selection, value and service for their customers. The stores also feature dedicated sporting areas across key categories, include Running, Football, Training, and Outdoor zones.

Michael Murray 3

Sports Direct’s expansion in Kuala Lumpur marks the Group’s commitment to bringing the best brands in sports retail to Malaysia. This includes offering customers more brands from the Group’s brand portfolio, including USC which is a dedicated area within Sports Direct to shop the most iconic premium and lifestyle brands.

Paul Gibbons, Managing Director of Frasers Group Asia said “With Frasers Group’s vision to build the planet’s most admired and compelling brand ecosystem, we are 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.”

In terms of regional expansion, Frasers Group also announced a new Joint Venture partnership with Indonesia-based sports, leisure, and kids’ retailer, PT Map Active. This JV has already seen two sports superstores open within central Jakarta in the first quarter of 2024.

Michael Murray Paul Gibbons

“This marks our first market expansion beyond Malaysia, and it is fitting that we join forces with a major retail powerhouse within the region which has the ability to help us scale in line with our ambitions,” said Gibbons.

Datuk Muhammad Azmi Zulkifli added, “InvestKL celebrates the significant milestone achieved by Sports Direct in expanding their operations within our region. As we applaud their growth, we remain committed to providing an environment conducive to innovation, collaboration, and sustainable growth in support of Sports Direct’s operations. Let us continue to cultivate strong partnerships that foster mutual understanding and contribute to the prosperity of Greater Kuala Lumpur, serving as a strategic hub for further development.”

Datuk Azmi Paul Gibbons


Also read: Malaysia’s Hockey Squads are Highest Ranked in SEA, Men’s Team is 13th Best in the World!

Feat Image Seasia Hockey

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