Annual revenue of over €5.6 billion in 2025 makes Frasers Group PLC, behind brands like House of Fraser and Flannels, a retail behemoth. The north star of the group is Sports Direct, the UK-headquartered retailer founded in the 1980s by billionaire entrepreneur Mike Ashley. With over 750 physical stores and recent international expansion in Australia, Asia and EMEA, the sportswear chain is a major cog in the PLC’s success and the stated intention of group CEO Michael Murray is to turn the fitness business into a “truly worldwide proposition”. With multiple outlets in Dublin alone, Sports Direct is no stranger to…

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