Sportina Group

What Sportina Group does

Sportina Group (legally Sportina Bled d.o.o.) is a privately held fashion retail company founded on March 14, 1990, and headquartered in Lesce, Slovenia. The company operates more than 90 retail stores across approximately 80,000 square meters of selling space in eight countries (Slovenia, Croatia, Serbia, Montenegro, Bosnia and Herzegovina, Kosovo, Austria, and Bulgaria), with around 1,800 employees. It runs a multi-brand, multi-format retail platform organized into two main divisions: a Casual division under the Sportina name and a Premium and Luxury division under the XYZ name, plus a franchise division operating monobrand stores for international brands such as Burberry, Armani Exchange, Superdry, Esprit, Tom Tailor, Orsay, Tally, and Parfois.

The business model combines owned retail (multibrand concept stores, outlets, and e-commerce), franchise operations for international brands, and wholesale distribution to more than 150 regional fashion brand partners. Sportina Group also offers a 360 Brand Support service bundle covering store management, visual merchandising, marketing, IT, logistics, finance, HR, and maintenance for fashion brand partners. The proprietary MARX brand, launched in 2009, generates more than 10 million EUR in annual sales with nearly 1 million garments sold, contributing an own-brand layer alongside the distributed luxury (Red Valentino, Versace, Burberry, Jimmy Choo, Salvatore Ferragamo), premium (Emporio Armani, Michael Kors, Polo Ralph Lauren), and entry-level (Jack & Jones, Only, Vero Moda, Tom Tailor) brand portfolio. Supporting infrastructure includes loyalty programs (Sportina Club, XYZ Premium Fashion Store Club), gift card programs (SelectCard and Sportina Group GiftCard), and digital properties on shop.sportina.fashion and shop.xyz.fashion.

Revenue is generated primarily through retail store sales, franchise fees and revenue share, wholesale margins, and own-brand MARX sales. Pricing follows unit pricing by tier (luxury, premium, entry) with seasonal discounts of 20%-70%. The company is GDPR compliant, uses SharpSpring for marketing automation and Google Analytics for web analytics, and has no external funding rounds or institutional investors disclosed in the source material.

Name

Sportina Group

Legal name

SPORTINA DOO

Website

https://www.sportina.group/

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Sportina Group is a clothing and footwear retail company encompassing numerous fashion brands and concept stores.

Ownership category

akta.pro rank

Headquarters

HQ city

Belgrade

Offices12 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Retail Store Sales: Revenue generated from owned and operated retail stores selling fashion brands across multiple price segments (luxury, premium, casual, entry). Includes multibrand concept stores (Sportina, XYZ), monobrand stores, and outlet locations.
2. Wholesale Operations: Wholesale distribution to regional partners, contributing significant portion of revenues. Partnership model with fashion brands for distribution across Southeast Europe.
3. Franchise Revenue: Franchise fees and revenue share from monobrand franchise stores operated by third-party partners under brands like Burberry, Armani Exchange, Superdry, and others.
4. MARX Brand Sales: Proprietary MARX brand generates sales exceeding 10 million annually with nearly 1 million clothing items sold per year.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels7 records

Core offering

Sportina Group is a fashion retail conglomerate operating multibrand concept stores across the Premium & Luxury division (XYZ) and the Casual division (Sportina), plus the proprietary MARX lifestyle brand. The company distributes over 150 international fashion brands across luxury, premium, casual, and entry-level price segments through more than 90 physical stores, franchise monobrand stores, outlets, wholesale channels, and dedicated e-commerce platforms in Southeast Europe.

Product overview

Sportina Group operates as a fashion retail conglomerate with two main divisions: the Casual division (Sportina, Sportina Group Outlet) and the Premium & Luxury division (XYZ Premium Fashion Store, XYZ Outlet). The group manages over 90 stores across Southeast Europe with approximately 1,800 employees. Their portfolio includes their own MARX fashion brand (launched 2009) alongside distributed luxury brands (Red Valentino, Versace, Burberry), premium brands (Emporio Armani, Michael Kors), and entry-level brands (Jack & Jones, Only, Vero Moda). Beyond retail, they offer e-commerce platforms for Sportina and XYZ, gift card programs (SelectCard, Sportina Group Gift Card), and loyalty programs (Sportina Club, XYZ Premium Fashion Club). Their 360 Brand Support service provides wholesale distribution, franchise opportunities, and comprehensive retail management including store operations, visual merchandising, marketing, IT, logistics, and finance for brand partners. The group has over 150 regional wholesale partners and operates franchise monobrand stores.

Differentiator

Problem solved

Functional benefit

Brands

• XYZ: Premium and luxury multibrand concept store division featuring international fashion brands including Red Valentino, Versace, Burberry, and others
• MARX
• Sportina

Products and services

• Sportina Multibrand Stores Casual division multibrand concept stores offering fashion brands across multiple price segments, including entry-level and casual brands such as Jack & Jones, Only, Vero Moda, Tom Tailor, Morgan, Marc O'Polo, Superga, and Armani Exchange. Operates across Southeast Europe as one of the largest fashion retailers in the region.
• XYZ Premium Fashion Store Premium and luxury division multibrand concept stores featuring international fashion brands including Red Valentino, Versace, Jimmy Choo, Burberry, Salvatore Ferragamo, Tod's, Hogan, Dsquared2, Philipp Plein, Golden Goose, and Longchamp. Targets high-net-worth consumers seeking premium and luxury fashion.
• MARX Fashion Brand Sportina Group's proprietary lifestyle fashion brand launched in 2009, featuring casual, act, and organic clothing lines. Generates annual sales exceeding 10 million EUR with nearly 1 million garments sold annually, positioning MARX as a leading lifestyle fashion brand in Europe.
• Monobrand Franchise Stores Franchise program operating monobrand stores for international fashion brands including Burberry, Armani Exchange, Superdry, Esprit, Marela, Tom Tailor, Orsay, Tally, Parfois, and SIX across Southeast Europe. Third-party franchise operators run store operations under Sportina Group's regional brand management.
• Sportina Group Outlet Stores Outlet retail stores under the Sportina Group Outlet and S/O Sportina banners offering discounted fashion items from the group's casual and premium brand portfolios.
• XYZ Premium Fashion Club Customer loyalty program for XYZ Premium Fashion Store offering exclusive member benefits, personalized promotions, and targeted marketing communications to premium fashion consumers.
• Sportina Club Customer loyalty program for Sportina retail brand offering exclusive discounts, member promotions, and targeted marketing to casual fashion consumers.
• Sportina Group Gift Card Group-wide gift card system valid at XYZ Fashion Store, XYZ & Sportina, Armani Exchange, Sportina, Sportina Outlet, S/O Sportina, Marx, Superdry, Parfois, and Bata stores in Slovenia. Minimum activation of 10 EUR with no upper limit.
• SelectCard Gift Card Gift card program available at Sportina and XYZ stores in Slovenia, also distributed through Mercator, Pošta Slovenije, Trafika 3dva, and other locations. Gift cards available in 25 EUR denominations, redeemable at XYZ Fashion Store and Sportina locations.
• Wholesale Distribution Wholesale distribution operations serving over 150 regional fashion brand partners across Southeast Europe, distributing international fashion brands as part of the group's regional supply chain.
• 360 Brand Support Services Comprehensive operational support service for fashion brand partners covering store management, visual merchandising, marketing, IT, logistics, finance and accounting, investments, HR, and maintenance. Offered to international brands seeking integrated market entry and operations in Southeast Europe.
• Sportina & XYZ E-commerce Platforms Direct-to-consumer e-commerce platforms for the Sportina casual brand (shop.sportina.fashion) and XYZ Premium Fashion Store brand (shop.xyz.fashion), enabling online shopping across the group's fashion portfolio.

Quantifiable outcome

• Nearly 1 million clothing items sold annually under MARX brand
• +4 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature1 record

Partnerships

Three partnerships are on record, tiered core and minor.

• SharpSpringcoreTechnology or Integration · 5 May 2018Marketing automation platform used for customer journey tracking, website visitor monitoring, and targeted advertising campaigns. SharpSpring was certified compliant with EU data protection regulations under the EU-US Privacy Shield framework on May 5, 2018.
• SelectCardcoreGTM or Marketing PartnerSelectCard provides gift card solutions for Sportina Group stores across Slovenia, available at Mercator, Pošta Slovenije, Trafika 3dva and other locations. Gift cards available in 25 EUR denominations, redeemable at XYZ Fashion Store and Sportina locations.
• Kitio d.o.o.minorGTM or Marketing PartnerKitio d.o.o. operates the SelectCard gift card system platform, managing general terms and conditions for Sportina Group gift card redemptions.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• LPP Group: Polish fashion group operating Reserved, Sinsay, House, Mohito, and Cropp across CEE/SEE with 2,000+ stores. Closest comparable by multi-brand multi-tier model, geographic focus, and SEE expansion trajectory.
• Bestseller Group: Danish fashion group owning Jack & Jones, Only, Vero Moda, and Selected — multiple brands Sportina Group distributes in SEE. Comparable as a multibrand wholesaler with European-wide distribution footprint and overlapping brand portfolio.
• Orsay: German-origin multibrand women's fashion retailer operating 600+ stores across Europe including SEE. Comparable mid-market multibrand positioning, store-led model, and franchise/own-store hybrid distribution.
• Peek & Cloppenburg: European multibrand fashion retailer with strong DACH and CEE presence, offering premium and luxury brands in department-store-style formats. Directly comparable multibrand model and price-segment strategy.
• Deichmann: Europe's largest shoe retailer with 4,000+ stores across 30+ countries including SEE. Comparable as a multi-brand footwear retailer that distributes third-party brands plus private labels (e.g., Graceland) at scale.

Regional players

• Koton: Turkish multibrand fashion retailer with ~500 stores across Turkey, CIS, and select SEE markets. Comparable value-to-mid-tier multibrand positioning and regional expansion trajectory anchored in a non-EU home market.
• Humanic / Leder & Schuh: Austrian-led shoe retail chain (part of Leder & Schuh Group) operating 100+ stores across Austria and SEE including Slovenia and Croatia. Directly comparable footwear-focused multi-brand regional operator in Sportina's home markets.

Broad incumbents

• Inditex (Zara): Global fashion retailer with Zara, Pull&Bear, Massimo Dutti, Bershka, and others. Competes for SEE mall traffic and partner-brand relationships as a much larger, vertically integrated incumbent.
• H&M (Hennes & Mauritz): Global fast-fashion retailer with extensive SEE store presence. Competes for value-tier customers and mall anchor slots across Sportina's footprint.
• C&A: European family clothing retailer with deep CEE/SEE presence across multiple price tiers. Comparable broad-assortment, mall-anchored model and family-clothing positioning.

Market position

Strengths5 records

Weaknesses3 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/SportinaGroup
• Instagraminstagram.com/sportina_group

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sportina Group