JD Sports has announced an entry into Mexico with a long-term franchise partnership with omni-channel retail distributor Group Axo.
The international expansion builds on the brand’s established presence in the US and Canada and marks a significant step in the group’s strategy.
The business will collaborate with Axo to expand its multi-brand and multi-category to a South American market with major customer potential.
According to the business, the two companies will leverage JD’s own-brand and exclusive product portfolio to deliver a differentiated proposition for Mexican consumers across footwear, apparel, and accessories.
Axo will operate JD stores and e-commerce in Mexico using the sportwear retailer’s brand and intellectual property.
Régis Schultz, CEO of JD Sports Fashion, said: “Bringing JD to this thriving market is an exciting milestone in our story. JD’s product offering aligns closely with consumer demand in Mexico, and we believe our position at the intersection of sport, music, and fashion will deepen the connection we have with that consumer.
“As the top global retailer for a number of our brand partners, we see a significant opportunity to lead the category in Mexico. Axo is the ideal partner for JD in Mexico, with a 30-year track record of working with brands in the country.
“Its deep market expertise, strong operational platform, and proven experience with leading international brands make it uniquely placed to help deliver the proposition in Mexico and unlock the opportunity that exists there.”
According to the companies, there is a significant opportunity for growth with Mexico’s activewear market, valued at $6.5bn, and expected to grow by over $10bn by 2034.
This agreement builds on the brand’s expanding franchise platform, with the sportswear brand currently operating 75 franchise stores across Europe, the Middle East, Africa, and Asia.
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