Founded in 2001 and comprising 15 fully owned sporting goods mega stores located around the largest cities in Norway, as well as 4 mega stores located in Sweden. Product categories sold include sports skis & bicycles, wilderness, weapons, textiles, shoes and health.

Category killer concept based on largest stores, widest assortment, lowest prices and only branded products.

Highly efficient and low cost operations through integrated structure, scale and simplicity. Integrated value chain provides flexibility and control.