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Frasers Group SWOT and PESTLE Analysis

ID : 52831453| May 2023| 22 pages

COMPANY PROFILE -Frasers Group

Business Sector :Lifestyle and Retail

Operating Geography :United Kingdom, Europe, Global

About Frasers Group :

Frasers Group, formally called Sports Direct International is the UK’s largest sporting goods retailer by revenue and is headquartered in Shirebrook, United Kingdom. It was founded as a single store in 1982 by Mike Ashley. It operates in various portfolios like sports, fitness, fashion and luxury brands. It has acquired a number of brands since 2002 namely Lonsdale, Dunlop, House of Frasers, LA Gera, fashion brand Kangol, Field & Trek and Sport 2000, etc. It was first listed on London Stock Exchange in 2007. As of 2023, the company has around 29,400 staffs across their five business segments namely: UK Sports Retail, Premium Lifestyle, European Retail, Rest of World Retail and Wholesale & Licensing, each segment having their own unique customer proposition. They focus also on their new generation retail stores which are led by third party branded areas and is a part of multi-channel elevation strategy. They are typically larger in size located at strategic locations. Giving their customers a great retail experience is vital for Frasers Group.

The Group’s strategy lies in investing in their people, business and Third-Party Brand Partners so as to achieving distinguished excellence across all their channels. It aspires to be an international leader in sports, lifestyle and luxury retail business and meet the expectations of their customers, shareholders and third-party brand partners. The company provides a full multichannel retail approach including wholesaling in U.K. and internationally in the European continent and America. Frasers Group’s mission statement reads “‘to become europe’s leading elevated sporting goods retailer.’” Frasers’ Unique Selling Proposition is their multi-channel elevation Strategy which is a rolling program happening every 5-10 years. The strategy works towards increasing the customer’s offering across marketing, social media, product, digital and in-store.

Frasers Group Revenue :


£ 4,805.3 million - FY ending 24th April 2022 (y-o-y growth of 32.5%)
£ 3,625.3 million - FY ending 25th April 2021

Competitive Analysis of Frasers Group

SWOT
PESTLE
The SWOT analysis for Frasers Group is presented in a matrix below followed by detailed analysis:
StrengthsWeaknesses
1. UK’s largest Sporting goods retailer
2. Strategic acquisitions to achieve elevation and enable premium customer experience
3. Strategic partnerships with numerous popular brands like Nike, adidas, Gucci, Balenciaga, Mulberry and Hugo Boss
4. Multi-channel elevation strategy towards increasing customer offerings
1. Focus on over expansion of stores leading to diversion from building of the brand
2. Ongoing reputational risks due to previous controversies and negative publicity

OpportunitiesThreats
1. Expansion into new markets and geographies
2. Increasing health awareness driving exponential growth in the sports market
3. Potential for acquiring or partnering with complementary brands and businesses
1. Rising cost of raw materials can slow down the manufacturing
2. Intense competition from both traditional brick-and-mortar retailers and online marketplaces
3. As the Group expands its online presence, the threat of cyberattack increases

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Detailed SWOT Analysis of Frasers Group

Strength

1. UK’s largest Sporting goods retailer: Fraser group is the largest sporting goods retailer in the UK by revenue. Frasers Group's strong portfolio of brands, including Sports Direct and JD Sports, gives it a significant presence in the sports retail market and positions it as a major player. The company's flagship brand, Sports Direct, is one of the largest sports retailers in the UK, with a wide range of products, including sports equipment, clothing, and footwear. In addition to Sports Direct, Frasers Group also owns the JD Sports brand, which is known for its fashion-focused approach to sports retail and is one of the leading retailers in the UK for sports-inspired clothing and footwear. The group has a very strong store footprint with 808 stores across the United Kingdom with a total of approximately 6.7 million sq.ft. of retail space. Of all its five business segments, the UK Sports Retail is the growth driver of the group and accounts for 55.0% of total revenue which increased to £2,640.1 million in FY2022 as compared to £1,968.5 million in FY2021, a growth of 34.1%. The group’s UK Sports Retail includes core sports retail store operations in the UK, plus all the Group’s sports retail online business, the gyms, SRL, the Group’s Shirebrook campus operations, retail store operations in Northern Ireland, Evans Cycles and GAME UK. 2. Strategic acquisitions to achieve elevation and enable premium customer experience: Frasers Group has been actively pursuing a strategy of growth through acquisitions. Over the years, the company has made a number of strategic acquisitions that have helped to expand its portfolio of brands and businesses, as well as its presence in key markets and geographies. In 2020, Frasers Group acquired Jack Wills, a premium lifestyle brand known for its British heritage and fashion-focused approach. The acquisition helped to expand Frasers Group's portfolio of brands and its presence in the fashion retail market. In 2018, Frasers Group acquired House of Fraser, a leading department store chain in the UK. The acquisition helped to expand Frasers Group's presence in the UK retail market and provided the company with a significant platform for growth. In 2019, Frasers Group acquired Everlast, a leading sportswear brand known for its quality and durability. The acquisition helped to expand Frasers Group's presence in the sports retail market and provided the company with a well-established brand with a strong reputation. During the FY 2022, the group made key acquisitions of Studio Retail Limited. Post that period they have acquired Missguided and I Saw It First. The group believes that these acquisitions will enable it to unlock new e-commerce capabilities and access a wider customer base. These acquisitions have helped Frasers Group to expand its presence in key markets and geographies, as well as to diversify its revenue streams and portfolio of brands. The company's strategic approach to acquisitions has been a key driver of its growth and success. The remaining section under "Strength" is available only in the 'Complete Report' on purchase.

Weakness

This section is available only in the 'Complete Report' on purchase.

Opportunity

This section is available only in the 'Complete Report' on purchase.

Threat

This section is available only in the 'Complete Report' on purchase.

Major Competitors :

Major Brands :

  • Flannels
  • Sports Direct
  • USC
  • Jack Wills
  • Game
  • Evans Cycles
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References used in Frasers Group SWOT & PESTLE Analysis Report

1. Annual Report - https://frasers-cms.netlify.app//assets//files/financials/fg-annual-report-2022-web.pdf
2. The next-generation retail store - https://www.ibm.com/thought-leadership/institute-business-value/en-us/report/next-generation-retail-store
3. JD Sports fined $1.6 million by UK regulator over merchandise pricing - https://www.reuters.com/business/retail-consumer/jd-sports-fined-16-mln-by-uk-regulator-over-merchandise-pricing-2022-09-27/
4. Mike Ashley’s Frasers Group serves Coventry City FC eviction notice - https://www.theguardian.com/business/2022/dec/05/mike-ashley-frasers-groups-serves-coventry-city-fc-eviction-notice-stadium
The detailed complete set of references are available on request in the 'Complete report' on purchase.

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