UK sportswear retailer JD Group has announced a partnership with Foschini Retail Group (TFG) to bring the JD brand to South Africa. Initial plans are for TFG to launch 40 stores across South Africa over the next five years.

JD Group had revenues of £10.13bn ($12.92bn) in 2023 and owns brands including JD Sports as well as outdoor brands Blacks, Millets, GO Outdoors, Tiso, Fishing Republic and footwear brands Finish Line, Footpatrol, Shoe? and sportwear retailers Downtown Locker Room and Get the Label. It also owns the JD Gyms brand, which has nearly 90 gyms in operation or planned to open across the UK.

TFG’s revenues in FY2023 were R13.21 ($710m). As well as its sportswear businesses Sportscene, Totalsports and Sneaker Factory in South Africa it also owns UK womenswear brands Whistles, Phase Eight and Hobbs.

JD Group has said the deal is part of its global growth strategy to expand into underpenetrated markets and as such the move into South Africa should be seen in the context of African consumers accounting for one third of the world’s working population by 2050 and the undisputed growth market for youth-oriented products and services on account of the median age in many major African markets forecast to be below 20 (albeit that the median age in South Africa is higher).

TFG expects to open its first JD stores by the end of 2024. JD Group’s partnership with TFG could also give it access to its other southern African markets: Namibia, Botswana, Zambia, Eswatini and Lesotho.