The deal, announced on Monday, November 24, 2025 is subject to approval by the competition authorities in the two countries. The financial details of the deal have not been revealed.
Frasers Group is a UK group, which also operates the SportsDirect brand, both online and with physical stores in the UK. In 2019, SportsDirect changed its name to Frasers Group, and continued only as a brand under the umbrella of the new group.
Frasers Group posted almost GBP400 million net profit and GBP5.4 billion sales in 2024.
Following the agreement, 29 Hervis stores in Hungary and 49 in Romania, along with their staff, will be transferred to Frasers Group. Hervis’ operations in Austria, Slovenia and Croatia will remain unaffected by this strategic move.
“We are in the process of turning into a modern retailer, solely focused on the sports segment,” said Ulrich Hanfield, Hervis CEO.
The strongly fashion-oriented markets in Hungary and Romania have moved away from Hervis’ core business. The sale will allow it to focus its resources on developing its portfolio on its main markets: Austria, Slovenia and Croatia, the official added.
Hervis is one of the largest sporting good retailers in Central Europe with more than 2,800 employees. It had 227 stores in Austria, Slovenia, Hungary, Croatia and Romania at the end of last year.
(English version by Loredana Fratila-Cristescu)