Vision & Values

The vision of XXL is to be the paradise for people interested in sports, outdoors and wildlife.

The mission of XXL is to be a leading European sports retailer for branded sports, outdoors and wilderness products at the best prices.

The strategic focus is to create value to the shareholders and the community through capitalizing on further growth and improve the efficiency of the operations. The most important competitive advantage of XXL is the low cost position and a unique business culture based on the following nine core values

  • Result oriented
  • Enthusiasm
  • Hard working
  • Quality
  • Punctuality
  • Modesty
  • Fairness
  • Openness
  • Helpfulness

Our business is based on trust and for the community to feel confident about XXL, where ethics and values must play a prominent role in all our operations. We believe that there is a positive correlation between being a sustainable company and doing profitable business.