British sports retailer makes strategic move into the African market

By our African Marketing Confederation News Team | 2024

JD Sports is partnering with South Africa’s The Foschini Group in a move that may give it access to various African markets.

JD Sports, the British sports-fashion retailer, is to become a retail partner of South African-based The Foschini Group (TFG). 

Photo: JD Sports


Private labels such as Pink Soda and Supply & Demand are part of the JD Sports brand portfolio, although it also offers iconic global brands like Puma and Adidas. 


It is likely that the first JD Sports outlets in South Africa will be open by the end of 2024. The signing of the agreement between the two companies also means that TFG will open more than 40 JD stores over the next five years in the country. 


“We are excited to be the exclusive partner of JD Sports in South Africa. This partnership allows TFG to bring a new compelling international sports fashion offering to the South African market,” says Anthony Thunstrom, CEO of The Foschini Group. 


“This further bolsters our existing Sports positioning, with our Sportscene, Totalsports and Sneaker Factory stores already being the destinations of choice for athletic and leisure sports apparel.” 


Bringing JD Sports offering to more customers globally 


Adds Regis Schultz, CEO of JD Sports: “This franchise agreement is a further milestone in our ‘JD Brand First’ plan for under-penetrated markets, and I am delighted to be working with TFG, one of South Africa’s most respected retailers, as we continue to bring JD Sports distinctive offering to more customers globally.” 


JD Group’s partnership with TFG may also give it access to other southern African markets where TFG has a presence. These include Namibia, Botswana and Zambia. 


JD Group is the parent company of JD Sports. Management has previously mentioned Africa’s strong retail potential due to its growing population and demand for products aimed at younger consumers, in particular. 

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    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
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    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

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