Sportmaster to rebrand as Sports World

The retail chain Sportmaster will be renamed Sports World, as reported by DetailWatch. The first store to take on the new name will be the Sportmaster in Herlev, reopening as Sports World on March 21st after closing temporarily. The change comes after the British Frasers Group acquired Sportmaster in 2022 following years of losses. Frasers Group, which confirmed the rebranding to the business media Finans, has closed several stores and plans to continue the chain with 37 stores, down from 75 two years ago. The strategy emphasizes fewer but larger stores. The new concept and name will gradually apply to the remaining Danish stores and online shop. The name is of special significance to Frasers Group, as it was the name of their founder’s first store, explains Dorthe Bloch, the country manager for the Danish stores.