Frasers Group to acquire South African sporting goods company Holdsport
Sports Direct owner Frasers Group is to acquire Holdsport, the South African sporting, outdoor and recreation goods company.
The business is being purchased from Old Mutual Private Equity and Holdsport’s management for an undisclosed sum.
Operating across retail, wholesale, manufacturing, distribution and ecommerce, Holdsport is home to Sportsmans Warehouse, a sporting goods chain in the region, and Outdoor Warehouse, an outdoor, camping, hiking and adventure retailer. It also owns Shelflife, South Africa’s premium sneaker and streetwear store.
With 88 shops in South Africa and Namibia and a rapidly growing ecommerce offering, the company’s sales exceeded £130 million in the year ended February 2024.
Frasers Group said Holdsport’s network will act as a platform to expand Sports Direct across the region and that the purchase aligns with its own plans to diversify its product range.
Holdsport has relationships with a range of major international brands, including Nike, Adidas, Asics, Hoka and Garmin. Its own brands include First Ascent, Cape Storm and OTG.
Michael Murray, chief executive of Frasers Group, said: “Holdsport has built an incredible brand and reputation across Southern Africa, and we see potential in combining their regional expertise and own brands with our scale and resources, establishing a strong platform for growth.
“This acquisition is a great step forward for us, not only in expanding our footprint but also in enhancing our ability to meet the rising demand for high-quality sporting goods in a region with such dynamic growth.”
The purchase also includes Holdsport’s infrastructure, including warehouses with capacity for growth and offices in Johannesburg and Cape Town. The company also has a factory that supports local manufacturing and distribution.
The news follows Frasers Group’s recent announcement of its acquisition of a significant non-controlling stake in Hudson Malta.
Bradley Moritz, Holdsport chief executive, said: “Frasers is a natural home for Holdsport, given their passion for sport, outdoor, brands and their focus on customer service and innovation.
“I look forward to the energy and creativity that the combined businesses will bring, and I have no doubt that with Frasers’ skills, resources and innovation.”
