XXL’s 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, XXL’s 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. XXL’s 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 Group’s 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 XXL’s 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 XXL’s existing cost base and logistics