Rebel Sport’s dominance of the fitness and sporting goods market is under attack after British retail giant Frasers launched an aggressive push into Australia with a plan to open more than 100 Sports Direct stores.

The London-listed retailer, which owns brands such as Slazenger and Everlast, will spend $60.4 million to increase its stake in shoe retailer Accent, which owns Hype DC and Platypus stores, to 19.6 per cent. It bought a 14.7 per cent stake from billionaire businessman Brett Blundy last year.