The Swedish training brand Icaniwill, also known as ICIW, has grown significantly in recent years with its digital business as its foundation. Now, the company is taking the next major step in its physical expansion by establishing its very first store in Norway, which is also described as the brand's largest market.
The new store will be located at Øvre Slottsgate 17, right at the intersection with the well-known main street Karl Johans gate in central Oslo. According to the parent company RVRC Holding, the premiere is planned for the second quarter of 2027.
Building on Finnish Success
In the Norwegian market, ICIW has built a strong position for several years through its own e-commerce platform, local training events, and collaborations with retailers and gym chains. The idea behind the new establishment in Oslo is to combine sales of new collections and bestsellers with a physical meeting place for training activities and customer events.
This initiative follows a successful pattern in the neighboring country to the east. In addition to a dedicated brand store in central Helsinki, the company recently chose to expand in Finland with a new outlet store in late summer.
We are pleased to open ICIW's first store in Norway, which is the brand's largest market. Opening the first store here is another milestone in ICIW's journey. The response to the brand store in Helsinki has shown how much a physical location means to the community, and we hope that Oslo will receive the store with the same enthusiasm, says Paul Fischbein, CEO of RVRC Holding AB, in a statement.
Broad Offensive After Major Deal
The Norwegian store investment is the latest step since outdoor giant Revolutionrace acquired 90.1 percent of Icaniwill in a major deal where the price tag could land at up to 875 million Swedish krona. Ahead of the group's upcoming separate report, it recently emerged that ICIW generated 370 million Swedish krona in revenue during 2025 with an operating profit of 43 million Swedish krona.
The investment in physical stores as a complement to the online business is now happening on a broad front within the entire RVRC Group. In parallel with ICIW rolling out more brand stores in the Nordics, sister company Revolutionrace has also launched a physical offensive in Germany and Sweden to meet customers beyond the digital channels.