Kids Outlet started its operations in Norway during September 2025. The business idea is based on offering toys and crafts at prices 30 to 70 percent below the price levels of established chains.
Behind the investment are people with a history in Nordic e-commerce, which forms the basis for the strategy as the company now looks beyond its home country's borders.
We know the Scandinavian market quite well through our previous involvement in the e-commerce companies Lekekassen and Toyspace. There aren't that many deviations from Norway, so it's natural to think that's where we're going, says chain manager Andreas Skalleberg to the website.
Aims For The Swedish Market
The Scandinavian toy industry has undergone a number of structural changes in recent years, which has opened doors for new players. Kids Outlet is a wholly-owned subsidiary of Sport Outlet Holding, which already operates more than 100 stores.
This group structure gives the toy company access to an existing logistics apparatus. The company has quickly opened nine stores in Norway and a rollout is imminent in 2026.
Sweden is a stated target for future establishments. However, the company's management is tight-lipped about the exact timeline in order not to give local competitors, such as Lekia and Nordic Toy Team, room to prepare. The goal is for the launch to be noticeable to the industry right from the start.
But one thing is certain, when we enter, we will do it skillfully, quickly and brutally. We don't do anything half-heartedly, but when we go in, we go in full force, says Andreas Skalleberg.