Frasers Group has launched its first Sports Direct outlet in the Nordic region as part of its international expansion efforts.
The site at Helsinki Citycenter Mall in Finland stocks sports and lifestyle brands, including Nike, Adidas, Puma, and others covering menswear, womenswear and kidswear.
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Frasers’ latest flagship also features Sports Direct’s running, football and outdoor concept formats, as well as a bike zone for servicing and maintenance.
The launch in Helsinki comes after Frasers’ acquisition of Nordic retailer XXL and marks the latest move in the company’s Elevation Strategy to expand its international footprint.
Frasers said that Sports Direct’s arrival in the Nordics alongside the existing XXL network leaves it positioned to widen product availability and reinforce its retail offer across the region.
Frasers Group chief retail officer Lauren Barrie said: “Opening our first Sports Direct store in the Nordics marks an important milestone in our international growth journey.
“The region is a key strategic market for us, with a strong affinity for sport and outdoor activity, and we’re pleased to be bringing the Sports Direct proposition to customers in Helsinki.”
In March, Sports Direct agreed a partnership with professional football club Sydney FC running until the end of the A-League 2025–2026 season.
Under that agreement, the retailer engaged with the club’s supporters through in-stadium, digital and experiential activity.
During the same month, Frasers acquired a 5.8% stake in Puma, mostly through derivatives.
Disclosures showed that Frasers held an interest in 8.5 million Puma shares, largely connected to the purchase of put options.
The stake was listed as being held by Frasers rather than by founder Mike Ashley or via his investment vehicle, Mash Holdings.
