Sports chain closes up shop in Denmark

Stadium has been running at a loss year after year

The Swedish sports chain Stadium is pulling out of Denmark after years of losses at its eight stores.

The Stadium shop locations will be taken over by the Jutland-based sports chain Sport24 as of October 1.

“Sales in Denmark haven’t met expectations,” Karl Eklöf, the CEO of Stadium, told Jyllands-Posten newspaper.

“As a result, Stadium’s board made the strategic decision in July to leave the market.”

READ MORE: Norwegian sports giant coming to Denmark

16 years and done
Stadium, which opened its first shop in Denmark in 2000, will still have shops in Sweden, Finland and Germany.

Sport24, which currently operates 45 shops in Jutland, is delighted to gain a foothold in the market in Zealand.

In the future, it will take over the Stadium shops in Fields, Lyngby Storcenter, Fisketorvet, Rødovre Centrum, Glostrup Centret and RO’s Torv in Roskilde.

“We will realise an important target by acquiring a strong and serious imprint on Zealand and the Copenhagen area in particular by taking over the Stadium shops,” said Henrik Bruun, the head of Sport24.