Assist was founded in 2001 and sells floorball equipment to both private individuals and teams. The e-commerce retailer Innebandy24 started in 2010 and in August 2024 took the step into physical retail with a store in Bromma.
Now, the two companies are merging to create a joint venture.
In connection with the merger, new investments are planned. During August, a new Assist store will open, which is only the second time in the brand's history that a store has been established outside of Stockholm. In the future, Innebandy24's existing store in Bromma will also be revamped and operated as an Assist store.
With Assist, we get a strong brand with a long history and good reputation in the sports club community. The merger allows us to both refine Innebandy24 as an e-commerce platform and fully invest in physical presence and more club collaborations through Assist, says Leila Kloo, CEO of Innebandy24.
Red figures in the financial statements
A review of the companies' latest available annual reports shows how the economy has developed. For Assist, this refers to the figures for the full year 2024, while Innebandy24 has fresh figures for 2025.
Assist Sport & Profil i Sthlm AB had a turnover of 13.6 million Swedish krona in 2024, which was an increase of almost 2 percent compared to 13.4 million Swedish krona the year before. Operating profit, however, remained at -1.4 million Swedish krona, compared to -1.1 million Swedish krona in 2023.
For Innebandy24 AB, turnover grew by 52 percent in 2025 to 13.7 million Swedish krona, up from 9 million Swedish krona in 2024. Operating profit was -667,881 Swedish krona, which is an improvement from -1.2 million Swedish krona the year before.
It feels fantastic to join forces with Innebandy24. With their resources and experience in e-commerce, we can develop faster than we could have managed on our own, and it opens up opportunities to grow further in more locations in the future, says Ove Siewer, founder and part-owner of Assist