Frasers Group acquires menswear retailer Aphrodite

Fashion and retail conglomerate Frasers Group has acquired premium menswear independent Aphrodite, based in Sunderland, UK. The deal was confirmed by Frasers Group, although the company declined to provide further details or the amount of the acquisition.

Transaction snapshot

  • Deal value: N/A
  • Deal multiples: N/A
  • Deal type: Acquisition
  • Investors: Frasers Group

Founded by brothers Duncan and Andrew McKenzie in 1994, Aphrodite operates an Ecommerce website and a 3,800 square foot store at 8 Vine Place in Sunderland. The retailer stocks 54 clothing and footwear brands, including Adidas, Nike, Carhartt, and Patagonia, mixing both sportswear and streetwear names.

Aphrodite is the second of its type to have been acquired by Frasers in recent months, following the acquisition of menswear indie John Anthony for an undisclosed sum towards the end of last year. This latest takeover further builds on Frasers' mission to bolster its presence in the premium retail market.

Frasers Group's elevation strategy, which began in 2020 with stakes in Mulberry and Hugo Boss, has shifted to a more aggressive and expansive portfolio expansion. The group has been securing smaller or struggling rivals such as I Saw it First and stakes in companies like Asos and Boohoo.

The acquisition of Aphrodite comes after Frasers Group's £52m purchase of luxury online retailer Matches, which was subsequently put into administration due to continued material losses.

Frasers Group has also been increasing its shareholding in online apparel specialists Boohoo, where it is now the largest single shareholder, and Asos. The conglomerate is looking to expand its sportswear portfolio, having acquired the assets and IP of CrossFit and fitness performance brand WIT Fitness in January 2024.

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