Sports chains continued to grow in 2021 – a new year with huge sales of sports equipment

Sports chains continued to grow in 2021 - a new year with huge sales of sports equipment

There is a lot of pressure on figure skating, says co-founder and store manager Jens Lager at Sportsmagasinet in Storgaten, Oslo.

According to co-founder, online store and marketing director Niklas Christiansen, people are becoming more and more jealous and aware of the colors and configuration of equipment.

Sales of the seven sports chains Intersport, Coop, XXL, Sport 1, Stadion, Sport Norge and MX-sport reached NOK 14.9 billion in 2021, according to figures from the Norwegian Sports Industry Association.

This represents an increase of 3.6 percent compared to 2020.

We’ve had a great last year, says General Manager Gisele Davekniss at Stadion sports equipment chain.

Over-establishment, price pressure and inventory full of obsolete goods have taken their toll on the industry after several years of strong growth. Then came the Corona pandemic and turned the development of the Norwegian sports industry upside down. The Industry Interest states that never before has so much sports equipment been sold as it is now.

XXL remains Norway’s largest sports chain with a market share of 32.1 percent. Sport 1 and Intersport are the largest group of sports chains, owned by Sport Holding AS.

The biggest growth in the chains was Stadion, with sales increasing 27.7 percent, according to the Norwegian Sports Industry Association.

“We had an increase in new stores, but if we cancel that out, we’d still have a 17 percent increase,” says Davkins.

He says the series has been somewhat tense with some elements throughout the season more than a number of others.

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Daviknes also believes that chain stores are adapting to local markets.

It’s also clear that the pandemic and a relatively good winter last year have meant as much to us as anyone else, he says.

not on layer

After two crazy years in the sports equipment market, 2022 kicked off with a double-digit drop in stadium chain turnover, which is still well above the 2020 level, according to Davekness.

He points to several reasons for this.

– We have a large number of delays in delivery, so there is a shortage of goods. Sales would have been higher if we had the goods we should have, says Daviknes.

He also points out that people have bought a lot of sports equipment in recent years, and many of them have what they need. Davkins believes that rising electricity costs and rising interest rates can deter the merchant.

Weather comes into play, too. High sales of cross-country skis depend on good ski conditions. Winter 2020/21 was among the best. The Norwegian Sports Industry Association estimates that 430,000 pairs of cross-country and alpine skis were sold last winter.

– The weather has not been great this winter. It was bad in many places, Davknis says, with snow also falling in the mountains until recently.

– No markets grow in the sky. Last year was a climax, Davknis says, and it’s going to be tough to face.

Training rose at home

According to the Norwegian Sports Industry Association, there were also good sales of hiking and running gear, while team sports gear was picked year-round.

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Limitations of visiting fitness centers have contributed well to all conceivable equipment for varied home training which is experiencing strong sales growth, according to the trade association.

Sports chains have to some extent not been able to cover the demand, among other things, for home training equipment and bikes until 2021. Many deliveries have been canceled or much delayed, says Trond CEO Evald Hansen of the Sports Industry Association. Norwegian in a press release.

The same has happened for some textiles and shoes, especially from well-known and famous brands.

– Hansen says in the report that the shortage of some products slowed further growth of the sports chains throughout the year.

The Norwegian Sports Industry Association estimates bike sales in 2021 to be 330,000 bikes compared to 410,000 bikes sold in 2020.

– Hansen says in a press release that the decline is largely due to a lack of bikes.(Terms)Copyright Dagens Næringsliv AS and/or our suppliers. We would like you to share our cases using a link that leads directly to our pages. All or part of the Content may not be copied or otherwise used with written permission or as permitted by law. For additional terms look here.

Dalila Awolowo

Dalila Awolowo

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