Last year, the British group Frasers Group became the owner of the sports chain XXL. Since then, work has been underway to stabilise and coordinate operations. Ehandel.se has previously reported on the group's plans to launch Sports Direct in the Nordic market, with a first flagship store in Helsinki in the spring. Now, the synergies between the two brands are also materialising in the Swedish market.
When XXL opens a relocated and updated store in the Valbo shopping area on Thursday, May 7th, it is according to a new store concept. The premises, which cover just over 2,100 square metres, have been equipped with space-efficient display solutions directly from Sports Direct, among other things. The purpose is to optimise the store environment and make a wider range available on the same area.
The group has previously communicated a clear omnichannel strategy where the digital channels are to be woven together with the physical ones. Despite investments in AI solutions and digital tools online, the presence of physical stores is central to the future business model. Jonathan Kemi, store manager for the new establishment, highlights the role of physical retail for the sports chain:
Physical stores are still incredibly important for XXL. Customers want to see, try and compare products, get advice from our staff and quickly find what they need.
The establishment in Gävle is part of a broader programme where XXL, with the support of Frasers Group's retail infrastructure, is reviewing and optimising the Nordic store network. The strategy is to allow range and expertise to flow between e-commerce and the physical network in order to position itself as the region's leading sports retailer.