XXLs objective is to be the leading distribution channel for a unique range of branded sports, outdoors and wilderness products at low prices. To meet this objective, XXLs strategy is to capitalise on the expected growth of the sports retail market and improve its competitive position by taking advantage of the scalability of its operations.
XXL expects to sustain continued like-for-like growth and believes in a potential to grow further in Norway, Sweden, Finland, Denmark and Austria, both in respect of stores and e-commerce business. In addition, we believe that we have a strong potential to access physical and E-commerce markets in other European countries with similar consumer characteristics, climate and seasons. XXLs scalability is a critical factor in implementing these strategies, in terms of supply chain operations, IT systems and store concepts.
The strategy is to maintain and build on the Groups key strengths, including by:
Continued store roll-out in existing markets
Developing new initiatives to drive e-commerce and omni-channel platform
Continued focus on XXLs customer proposition to drive like-for-like growth
Focusing on cost throughout the value chain
Focusing on improving profitability in Finland and Denmark
- Capturing new markets on the back of XXLs existing cost base and logistics