Brand Relationships

10 December 2020

FRASERS GROUP PLC

("Frasers Group" or the "Group")

Brand Relationships

The Group continues to strengthen relationships with key suppliers, building upon our position as the UK's largest sporting goods retailer by revenue. Our aim is to become, in the minds of consumers, partners and suppliers, the number one sporting goods retailer in Europe.

Our business strategy is Elevation Without Limits. To support this we have invested in our people, our key third party brand relationships, and our infrastructure. This includes significant investment, which was recently announced, in our digital business, which will elevate our retail proposition across all our retail channels.  Our investment in our business gives us a unique position in the market. Our retail business covers multiple fascias. We own and invest in a number of dynamic and iconic brands. We don't simply occupy shops within retail destinations, we invest in them. In many cases we actually own the properties from which we operate. This gives us a competitive advantage over many other businesses. We can adapt to rapidly changing situations which includes elevating our stores and digital offering. We are bringing new consumer experiences to our stores. This capability has strengthened our relationship with some of our important suppliers, such as Nike for Sports Direct, Burberry for Flannels, and Hugo Boss for House of Fraser. We will continue to build these partnerships to develop a successful business between us in the coming years.

Our store programme continues to go from strength to strength with the recent opening of our new 25,000 square foot flagship multi fascia offering in Cascades Shopping Centre, Portsmouth. We are also undertaking significant investment on our flagship Sports Direct store on Oxford Street in London, confident in its future trading prospects.

Our promotional, digital and marketing efforts are being elevated with the focal point being our Christmas advertisements which can be viewed here for Sports Direct and Flannels.