What: Frasers Group expands its Sports Direct brand into Southeast Asia and India through a strategic partnership with MAP Active, planning to open more than 350 stores across six countries.

Why it is important: The partnership validates Frasers' successful model of leveraging local expertise for market entry, while the scale of 350 stores reinforces the continued relevance of physical retail in emerging markets.

Frasers Group is set to significantly expand its presence in Asia through an enhanced partnership with Indonesian retailer MAP Active. The collaboration will extend beyond Indonesia to establish Sports Direct stores across India, the Philippines, Thailand, Vietnam, and Cambodia. This expansion builds upon their existing joint venture launched in Indonesia in 2023, demonstrating the success of their initial partnership. MAP Active, a subsidiary of PT Mitra Adiperkasa Tbk, brings substantial regional expertise with its portfolio of more than 40 exclusive sports and leisure brands. The move aligns with Frasers' broader international growth strategy, which has already seen successful partnerships in the Gulf region, Egypt, and the Netherlands. This ambitious expansion plan, targeting more than 350 new stores, represents a significant vote of confidence in physical retail across emerging markets and highlights the company's commitment to strategic partnerships for sustainable growth.

IADS Notes: Frasers Group's expansion into Southeast Asia follows a series of successful international ventures throughout 2024-25. In February 2025, they partnered with GMG to open 50 stores across the Gulf region, while October 2024 saw them secure access to 36 African countries through Hudson Malta. The group's commitment to physical retail remained strong, evidenced by their acquisition of three UK shopping centres totalling over 1 million sq ft in October 2024. Their successful multi-brand strategy was demonstrated by the 70,000 sq ft department store opening in Maidstone, while their November 2024 acquisition of Holdsport Group's 88 stores in South Africa showcased their ability to integrate regional retail operations effectively.

Frasers to open more than 350 Sports Direct stores in Southeast Asia, India