Our work / Frasers Group
Composable commerce at multi-brand scale
Frasers Group runs a multi-brand retail portfolio with online revenues exceeding £1bn. Its in-house platform had taken the business far but was constraining the pace of change across brands and markets. We were engaged to rebuild the foundations so the digital business could move as fast as retail demands.
Cut time-to-market for features, products, prices, promotions and content.
Lift look, feel, speed and accessibility with translated, localised sites.
A platform ready for a rapidly changing global commerce landscape.
In April 2026, Frasers Group won the Composable Impact category at the MACH Impact Awards for FGPX, the composable commerce platform delivered with Lab Digital.
FGPX powers the direct-to-consumer experience for Frasers Group's portfolio across multiple European markets, most recently extended to FLANNELS, the Group's second-largest brand, in March 2026.
A shared composable platform across the portfolio, so new brands launch as configuration rather than as new builds.
A customer-journey operating model with blended product teams from Frasers Group, Lab Digital and specialist partners.
A multi-year delivery partnership, in production since 2023 and rolled out brand by brand: most recently FLANNELS, March 2026
Blended teams organise around customer journeys rather than vendor boundaries. A platform team holds the data layer and the bridge to the legacy estate, letting journey teams move quickly without losing coherence across brands: essential for sustaining velocity across a multi-year programme.
Content, products, prices and promotions update across every brand site in seconds, not overnight.
Hands-on content management powering storefronts and more, the easy way for marketing.
AI-powered localisation built in from day one to empower new markets to launch in their own language.
Deploy as often as you like: a robust pipeline and test automation keep sites live.
A scattered on-premises landscape consolidated to a cloud-hosted, data-streaming platform.
A next-level CDN with feature environments and business acceptance testing.
FGPX is built on Evolve, Lab Digital’s composable commerce platform. At the core: commercetools as the engine, Amplience as the CMS and Algolia for search ensure the platform is ready for agentic commerce natively.
Frasers Group started as a small store in Maidenhead in 1982 and from there, grew to become a global powerhouse. As the business evolved, 2019 saw the rebrand of Sports Direct International to Frasers Group plc; a reflection of the Groups growth and change in market identity.
Led by Chief Executive Michael Murray, the business is set on a formidable upwards trajectory as it continues to expand with its pioneering approach to retail. Frasers Group provides consumers with access to the world’s best Sports, Premium and Luxury brands with a vision to build the planet's most admired and compelling brand ecosystem.
As a leader in the industry, Frasers Group is committed to rethinking retail by driving digital innovation and providing unique store experiences to its consumers globally.
We are partnering with some of the very best minds to build this new digital infrastructure that will make our business more customer-centric and operate more efficiently, while elevating the digital shopping experience for our customers. We are confident in our strategy and the strength of our business as we continue to provide unmatched retail experiences for our customers, both in our stores and online.
We help ambitious retailers move at the speed of retail. Tell us about your roadmap and we’ll show you where Evolve fits — and what the first 90 days could look like.