JD Sports partners with Grupo Axo for expansion into the Mexican market
JD Sports Fashion has signed a long-term franchise agreement with Mexico-based Grupo Axo to enter the country's retail market. The partnership will see Axo manage JD stores and e-commerce operations in Mexico, leveraging JD’s brand and intellectual property across footwear, apparel, and accessories. Starting from 2027, over 140 locations are expected to operate under the JD banner by converting existing sneaker store assets. Mexico's large youth demographic aligns with JD Sports' focus on curating trends in sports fashion and music culture. The deal supports JD’s 'JD Brand First' strategy aimed at strengthening its global presence, following recent expansion into Canada last year. Despite broader retail challenges, the company reported a 10.5% revenue increase to £12.66 billion for the financial year ending January 31, 2026. The partnership is seen as significant in positioning JD Sports as a leading sports fashion brand in Mexico and reflects its ongoing efforts to expand across key consumer markets.
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Topics: franchise agreement international market entry retail expansion