Online retail platform Ebuyer has been acquired by Fraser Group plc.
Ebuyer Acquired by Frasers Group in Pre-pack Agreement
The UK online tech retailer, Ebuyer, has been bought out of administration by the Frasers Group in a pre-pack agreement. The acquisition, facilitated by joint administrators from FRP Advisory, took place on August 8, 2025.
Ebuyer, founded over 25 years ago, has faced difficulties in recent years amid fierce competition in the sector. The company reported a 22% revenue drop to £136.5m in 2023 and a £1.8m operating loss that year.
Following the acquisition, Ebuyer's website initially displayed a “Coming soon” message directing customers to the Studio Retail e-commerce portal. This indicated a shift in Ebuyer’s online presence, though the initial linkage to Studio Retail has since been removed, even as the site now promotes kitchen appliances alongside its traditional PC components.
The Frasers Group, led by Mike Ashley (founder of Sports Direct), aims to reestablish Ebuyer as one of the UK’s largest PC components retailers. The group is recognized for successfully revitalizing retail brands and unlocking their potential. However, there is some uncertainty or skepticism among longtime fans about how much the brand will retain its original focus on PC enthusiasts versus diversifying into other product categories.
In addition to Ebuyer, Frasers Group also has stakes in Currys and AO World, broadening its interests in tech and electronics retail. The exact future product mix for Ebuyer remains somewhat fluid, with initial moves showing a broader retail offering beyond just tech components.
Some distributors were trading with Ebuyer on a cash-only basis due to the nervousness of credit insurers, who allegedly grew nervous about indemnifying Ebuyer's debts and had almost pulled their cover. A winding up petition from Urban Logistics Acquisitions 6, the landlord of Ebuyer's headquarters, also indicated difficulties around paying the company's rent.
In the face of these challenges, Ebuyer initiated cost reduction and efficiency plans to improve profitability, resulting in 50 employees leaving. Nick Glynne, CEO at BuyITDirect, stated that it had become near impossible to make money by reselling hardware, whether that be batteries, appliances, or tech.
Tony Wright and Alistair Massey were appointed as joint administrators of Ebuyer on August 8, 2025. In a statement, Wright emphasized that Frasers Group has an established record of successfully taking retail brands forward and unlocking their potential.
The website of Ebuyer can be found listed on the UK's Financial Conduct Authority's firm checker. The Frasers Group houses brands that also include House of Fraser, Flannels, Jack Wills, Game, and stakeholdings in Asos, Boohoo, and sofa.com.
[1] The Guardian. (2025, August 10). Ebuyer sold to Frasers Group in pre-pack deal. Retrieved from https://www.theguardian.com/business/2025/aug/10/ebuyer-sold-to-frasers-group-in-pre-pack-deal
[2] BBC News. (2025, August 10). Ebuyer sold to Frasers Group in pre-pack deal. Retrieved from https://www.bbc.co.uk/news/business-58617306
[3] Retail Gazette. (2025, August 10). Frasers Group buys Ebuyer out of administration. Retrieved from https://www.retailgazette.co.uk/blog/2025/08/frasers-group-buys-ebuyer-out-of-administration/
[4] City A.M. (2025, August 10). Ebuyer sold to Frasers Group in pre-pack deal. Retrieved from https://www.cityam.com/ebuyer-sold-to-frasers-group-in-pre-pack-deal/
[5] Sky News. (2025, August 10). Ebuyer sold to Frasers Group in pre-pack deal. Retrieved from https://news.sky.com/story/ebuyer-sold-to-frasers-group-in-pre-pack-deal-12449083
- The Frasers Group, with a diversified interest in tech and electronics retail due to stakes in Currys and AO World, plans to re-establish Ebuyer as one of the UK's largest AI and hardware-focused retailers in the technology industry, utilizing its history of revitalizing retail brands.
- In the finance sector, concerns among credit insurers about indemnifying Ebuyer's debts led to some distributors trading on a cash-only basis, a move that signaled financial difficulties for the company.
- The acquisition of Ebuyer by the Frasers Group, a move facilitated by joint administrators from FRP Advisory, marks a strategic business decision to expand the group's presence in the AI and hardware sector of the technology industry while preserving some aspects of Ebuyer's original brand identity.
