Frasers Group, the UK-based parent of Sports Direct, has signed a strategic retail partnership with GMG, a global well-being company focused on retailing, distributing and manufacturing.

GMG has been owned and managed by the Baker family for over 47 years. Working across the Middle East, North Africa, and Asia, GMG has reportedly introduced over 120 brands in 21 countries. These include Sun & Sand Sports, Dropkick and Klassic, Nike, Columbia, Converse, Timberland, and Vans.

GMG has a strong presence in the Persian Gulf States (Gulf), North Africa and Southeast Asia, where it’s a key distributor and operator of Nike stores as well as its home-grown multi-brand sports retailer, Sun & Sand Sports, among others.

With its ambitious retail expansion plan, Fraser Group’s new partnership with GMG is expected to facilitate its expansion in the Gulf and Egypt, targeting 50 new Sports Direct store openings across the Gulf and Egypt over the next five years. The first year of the partnership will introduce five new stores in the region, creating a solid foundation to grow Sports Direct further.

Michael Murray, CEO of Frasers Group, said, “GMG is an unrivaled retailer in the region, operating and distributing an incredible portfolio of global brands in markets where we see real growth potential, particularly in sports and lifestyle. By leveraging GMG’s scale, deep retail expertise and market knowledge, our partnership will support the growth of our Sports Direct brand in the Gulf and in Egypt.”

Mohammad A. Baker, deputy chairman and CEO of GMG, commented, “Our collaboration with Frasers Group represents not just a key milestone but a strategic expansion that underscores our commitment to redefine the sports arena across all markets in which we operate in. By introducing Sports Direct, a flagship brand in the industry, we are further positioning ourselves as a dominant force within the retail sports industry.

“At GMG, with over four decades of experience, we are committed to use our expertise in providing the best choices for quality products. We are uniquely positioned to integrate and scale Sports Direct’s presence successfully, bringing it closer to our consumers and crafting unparalleled sports retail experiences,” continued Baker.

Image courtesy Sports Direct/Frasers Group