JD Sports Partners With Grupo Axo for Expansion into Mexico
U.K.-based retailer JD Sports has signed a long-term franchise agreement with Mexican multi-brand distributor Grupo Axo to launch its brand in the country. Under the deal, Grupo Axo will operate more than 140 JD stores and an e-commerce platform starting in 2027, leveraging existing retail locations for sneaker sales. The partnership aims to deliver a differentiated product offering across footwear, apparel, and accessories tailored to Mexican consumers. JD Sports' CEO Régis Schultz highlighted the alignment of its brand with consumer demand in Mexico and praised Axo's market expertise and operational capabilities as key reasons for selecting them as partners. This expansion follows recent leadership changes within JD’s North American operations and supports the company’s broader 'JD Brand First' strategy to grow through strategic franchise partnerships. The deal is part of a larger effort by JD Sports to strengthen its presence in North America, where it has seen organic sales decline recently. The partnership with Axo also complements existing franchise stores across other regions.
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