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.
The platform now delivers:
Content, product and pricing updates ship across the estate in seconds.
Every Frasers brand site achieves Google's top Core Web Vitals rating, with most scoring a perfect 100.
New brands launch as configuration on the shared platform rather than as separate builds.
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.
Nicola Tibbs, Group Head of Digital Product, Frasers Group
This award recognises what Frasers Group has built, and what it takes to build it: a genuine commitment to customer-centric transformation, the willingness to rethink how technology and organisation work together, and the ambition to keep elevating the bar. Being their delivery partner on this programme since 2021 has been a privilege for everyone at Lab Digital.
Chiel te Loeke, Managing Director, Lab Digital
Frasers Group operates one of Europe's largest multi-brand retail portfolios, with online revenues exceeding £1bn. Its in-house commerce platform had taken the business a long way but was constraining the pace of change across brands and markets. Lab Digital was engaged to help Frasers Group rebuild the foundations so the digital business could move at the speed of retail.
Respond faster to customer trends and contribute to the business agility by reducing the time to market for features, products, prices, promotions, and content.
Elevate the customer experience in look & feel, speed, and improve accessibility with translated local websites to help the brands on their global digital journey.
Equip Sports Direct and the rest of the Frasers Group with a composable commerce platform that is ready for the challenges of the rapidly changing e-commerce landscape globally.
Blended teams from Frasers Group, Lab Digital and specialist partners are organised around customer journeys rather than vendor or employer boundaries. A platform team holds the data layer and the bridge to the legacy estate, which lets the journey teams move quickly without losing coherence across brands. This model, developed jointly with Frasers Group, has been essential for sustaining delivery velocity across the multi-year programme.
A shared composable platform across the Frasers Group portfolio, so new brands launch as configuration rather than as new builds.
A customer-journey operating model that replaces engineering-led teams with blended product teams from Frasers Group, Lab Digital, and specialist partners.
A multi-year delivery partnership, in production since 2023 and progressively rolled out brand by brand, most recently FLANNELS in March 2026.
Allowing hands-on content management via a headless CMS, powering storefronts and more later, makes life for content marketing much easier.
Content, products, prices and promotions update across every brand site in seconds, not overnight.
Data streaming and consolidating a scattered on-premises data landscape to a cloud hosted platform.
AI-powered translation has been built into the platform since day one, delivering localised content at a fraction of the cost of commercial SaaS translation services and at a pace the markets actually need.
Deployments are possible without downtime and as much as you want, due to a robust pipeline and (test)automation.
Vercel hosting for a next level CDN, feature environments and business acceptance testing, speeding up collaboration greatly.
FGPX is built on the technology of Evolve, Lab Digital's composable commerce platform. Evolve provides the infrastructure orchestration, reusable accelerators and delivery practices that allow a composable architecture to behave as a single coherent product across the Frasers Group portfolio, and to absorb new capabilities natively as the retail landscape changes.
At the core of the platform are commercetools as the e-commerce engine, Amplience as the CMS, and Algolia for search and merchandising. AI-powered translation has been built into the platform since day one, which is what made it practical to launch new European markets in their own language from the outset.
The same architectural choices leave the platform ready for agentic commerce as a native capability rather than a bolt-on, alongside Frasers Group's exclusive partnership with commercetools in this space.
We create composable solutions to manage the complex challenges of modern digital businesses like yours.To find out how we can help you, get in touch for a no-strings chat, and someone from our team will contact you as soon as possible.
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.
