JD Sports agrees Mexican franchise expansion with Grupo Axo

JD Sports agreed a long-term partnership with Grupo Axo to enter Mexico through a franchise model. Axo will operate the JD brand across stores and e-commerce, with a plan to establish more than 140 locations beginning in 2027. The expansion will use Axo’s existing sneaker-store network, including selected sites that may be enlarged.

The agreement gives JD a route into the market through an established local operator rather than through a wholly owned store rollout. The location target should not be interpreted as 140 stores already trading, or necessarily 140 entirely new buildings. The announcement did not disclose franchise fees, investment commitments or a quantified earnings contribution. Execution will depend on converting and developing the planned retail estate over time.

Sources:

• JD Sports — Grupo Axo partnership, RNS