Just days after the news that the two niche retailers Innebandy24 and Assist are merging, the next strategic move is being presented.
The plan is for Innebandy24, which has previously operated both e-commerce and a physical store in Stockholm, to gradually transition into a pure e-commerce player.
Instead, the Assist brand will take on the responsibility for physical presence and association sales. The existing Stockholm stores will therefore eventually be consolidated under the Assist flag.
Expanding Northwards
Now, the physical expansion begins. At the end of August, they will open the doors to a brand new, 200 square meter Assist store on Kolvägen in Sundsvall. This will be the company's third physical store in total, and an important entry into northern Sweden.
I am incredibly excited to open the doors to our new store. It will be fantastic to meet all the floorball players and associations in the region, says Marcus Eriksson, store manager at Assist in Sundsvall.
Through the merger, the companies hope to benefit from each other's strengths, with Innebandy24 providing e-commerce expertise and Assist contributing its experience in physical store operations and teamwear sales since its inception in 2001.
Assist is a company with very high competence and a strong network within Swedish floorball. The new store in Sundsvall is a natural next step and we will work hard to collaborate with associations in the Sundsvall area, says Leila Kloo, CEO of Innebandy24.
Leila Kloo emphasizes that this is only the beginning of the joint growth journey:
We see great opportunities to grow in northern Sweden and will continue to invest in both Assist and Innebandy24 to gain further market share, she concludes.