Stadium Outlet
Stadium Outlet is a Nordic online and physical outlet retailer that sells discounted branded sportswear, footwear, and equipment to value-conscious consumers in Sweden, Finland, and Norway, operating as a subsidiary of Stadium AB under the Stadium Member loyalty program.
- Company typePrivate
- Founded1974
- HeadquartersStockholm, Sweden
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Stadium Outlet does
Stadium Outlet operates an online and physical outlet retail business selling discounted branded sportswear, footwear, and equipment in the Nordic region. The catalog spans running, training, outdoor, cycling, football, golf, floorball, racket sports, swimwear, ice skating, and alpine and cross-country skiing, carrying brands such as Nike, adidas, Helly Hansen, Sail Racing, ICANIWILL, Kari Traa, Puma, and Sweet Protection in sizes XXS to XXL across men, women, and children. The business sells past-season and surplus inventory at reduced prices relative to standard retail.
The company operates e-commerce storefronts in Sweden (stadiumoutlet.se), Finland (stadiumoutlet.fi), and Norway (stadiumoutlet.no), and runs physical outlet stores in Sweden accessible via its store-locator. Stadium Outlet AB is a private limited company headquartered in Norrkoping, Sweden (corporate registration 556249-1216), and is a subsidiary of Stadium AB, the established Swedish sports retailer. The business is integrated into the Stadium Group ecosystem alongside Stadium, Stadium Team Sales, Stadium Connect, Sports Camp, and Stadium Rental, sharing the Stadium Member loyalty program and the MyStadium member portal.
Revenue is generated through one-time product sales to value-conscious consumers, with checkout integrations for Swish, Walley, Trustly, Visa, Mastercard, and AMEX, and fulfillment via PostNord and Instabox. Customer retention is driven by the points-earning Stadium Member program (0.5 points per SEK at Stadium Outlet) and the Stöd din förening (Support Your Club) community initiative. No revenue figures, funding rounds, M&A activity, or external investment are disclosed in the source data; company size is reported at 11-50 employees.
Stadium Outlet firmographics
Firmographics- Name
- Stadium Outlet
- Legal name
- Stadium Outlet AB
- Website
- https://stadiumoutlet.se
- Company type
- Private
- Founded year
- 1974
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Stadium Outlet is a Nordic online and physical outlet retailer that sells discounted branded sportswear, footwear, and equipment to value-conscious consumers in Sweden, Finland, and Norway, operating as a subsidiary of Stadium AB under the Stadium Member loyalty program.
- Ownership category
- akta.pro rank
Stadium Outlet industry classification
Industry- Product category
- Sporting Goods Retail
- NAICS
- Sporting Goods Retailers (45911), Shoe Retailers (45821)
- SIC
- Retail-Apparel & Accessory Stores (5600), Retail-Shoe Stores (5661)
- akta.pro primary industry
- Athletic Footwear & Sport Apparel Retail (CRAMABAC)
- akta.pro secondary industries
- Sporting Goods, Outdoor & Fitness Marketplaces (CRAFABAI), Team Sports Equipment & Uniforms Retail (CRAMABAE)
Keywords
Where Stadium Outlet is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Stadium Outlet business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Retail product sales: Revenue is generated through the sale of discounted branded sports apparel, footwear, equipment, and accessories. Products span categories including running, training, outdoor, cycling, football, golf, helmets, floorball, play and games, racket sports, clubs, jackets, rainwear, bags, backpacks, swimwear, water sports, electronics, ice skating, alpine skiing, and cross-country skiing. The business operates as an outlet model, selling past-season and surplus inventory at reduced prices.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Stadium Outlet product offering
Product offeringCore offering
Stadium Outlet operates an online and physical outlet retail store selling past-season and surplus branded sports apparel, footwear, and equipment at reduced prices. The assortment spans running, training, outdoor, cycling, football, golf, floorball, racket sports, swimming, and winter sports categories, with extended sizes (XXS–XXL) for men, women, and children. Carrying brands such as Nike, adidas, Helly Hansen, Sail Racing, and Puma, the storefront is served by an e-commerce site (Intershop) and brick-and-mortar outlets across Sweden, with parallel online storefronts in Finland and Norway.
Product overview
Stadium Outlet is a Swedish e-commerce outlet concept offering discounted sports and athletic wear from the Stadium Group. The offering consists of the core Stadium Outlet e-commerce platform for discounted brand-name sports equipment, complemented by the Stadium Member loyalty program and MyStadium member portal. Product portfolio spans footwear (sneakers, running shoes, training shoes), athletic apparel (jackets, tights, training gear), outdoor/winter equipment (skiing, hiking, camping), team sports gear (football, floorball, racket sports), golf equipment, swimwear, and sports accessories. Brands include Nike, adidas, Helly Hansen, Sail Racing, ICANIWILL, Kari Traa, Puma, and Sweet Protection. The platform serves men, women, and children with sizes from XXS to XXL.
Differentiator
Problem solved
Functional benefit
Products and services
- Stadium Outlet Retail Storefront (Branded Sportswear, Footwear & Equipment) End-to-end outlet retail offering providing discounted branded sports apparel, footwear, and equipment for men, women, and children (sizes XXS–XXL). Merchandise spans running, training, outdoor, cycling, football, golf, floorball, racket sports, swimming, and winter sports categories and includes brands such as Nike, adidas, Helly Hansen, Sail Racing, ICANIWILL, Puma, Kari Traa, and Sweet Protection. Delivered through the e-commerce storefront at stadiumoutlet.se (with parallel sites stadiumoutlet.fi and stadiumoutlet.no) and physical outlet stores across Sweden, with PostNord parcel delivery and Instabox pickup.
Companies that use Stadium Outlet
Customer profileSegments1 record
Ideal customer profiles1 record
Stadium Outlet technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Stadium Outlet partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor.
- PostNordminorLogistics and delivery partner. PostNord handles parcel delivery and shipping for Stadium Outlet's e-commerce orders in Sweden.
- InstaboxminorParcel locker and delivery point service used for order delivery to convenient pickup locations.
- Stadium FoundationminorStadium Foundation is Stadium's sustainability initiative. Stadium Outlet participates by contributing to the group's sustainability and social responsibility programs, including the 'Stöd din förening' (Support Your Club) initiative where clubs can receive 3% extra bonus from member purchases.
Scale indicators1 record
Recent moves5 records
Expansion highlights4 records
Stadium Outlet competitors and assessment
Company assessmentDirect peers
- XXL ASA: Large Nordic sporting goods retailer with multi-country e-commerce and big-box stores selling apparel, footwear, and equipment across running, outdoor, and team sports — directly comparable assortment and value-oriented positioning to Stadium Outlet.
- Intersport Sverige: Sweden's leading multi-brand sporting goods retailer with physical stores and online, offering branded apparel, footwear, and equipment across most of Stadium Outlet's same categories and serving the same value-conscious Nordic consumer.
- Sportland: Baltic-anchored multi-brand sportswear and sneaker retailer with Nordic reach, focusing on branded athletic footwear, apparel, and streetwear — overlapping niche and customer set with Stadium Outlet, particularly on sneakers and urban sportswear.
- Sport 1 Norge: Norwegian sporting goods chain with stores and e-commerce carrying branded apparel, footwear, and outdoor gear, including outlet-style pricing — directly comparable channel and assortment mix in one of Stadium Outlet's three operating countries.
Broad incumbents
- Decathlon: Global sporting goods retailer operating own-brand and multi-brand stores across Sweden and Europe with deep assortment in running, cycling, outdoor, and team sports — broader scale and mostly exclusive private-label mix create a margin-driven alternative rather than outlet-discount copy.
- Stadium AB: Direct parent and broader full-price sports retail banner operating in the same Swedish, Finnish, and Norwegian markets. Outlet is its discount arm, so the parent represents the closest comparable full-price positioning against which Outlet's trade-down capture can be measured.
- Foot Locker: Global athletic-footwear-and-apparel specialty retailer with a Swedish online presence and strong sneaker focus. While not an outlet, it competes for the same branded sneaker and sportswear wallet that underpins Stadium Outlet's footwear category.
- Zalando: Pan-European fashion and sportswear e-commerce platform with deep Nordic reach. It competes for the same online basket in apparel and footwear and has built out dedicated sport verticals that overlap with Stadium Outlet's online assortment.
Regional players
- Åhléns: Swedish department store chain selling a curated sports and activewear assortment alongside broader categories. Geographic overlap is purely Sweden, but the activewear category competes for the same household sport-apparel budget.
Emerging players
- Team Sportia: Swedish specialty retailer focused on team sports equipment and club-supply, which overlaps a portion of Stadium Outlet's football, floorball, and racket-sports categories. Its narrower team-sport focus makes it a partial peer rather than a full-line competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Stadium Outlet social profiles
Digital presenceStadium Outlet financial estimates
Financial estimateRevenue estimate
Valuation estimate
Stadium Outlet leadership team
Management profileNumber of profiles
Stadium Outlet funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Stadium Outlet M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Stadium Outlet
What does Stadium Outlet do?
Stadium Outlet operates an online and physical outlet retail store selling past-season and surplus branded sports apparel, footwear, and equipment at reduced prices. The assortment spans running, training, outdoor, cycling, football, golf, floorball, racket sports, swimming, and winter sports categories, with extended sizes (XXS–XXL) for men, women, and children. Carrying brands such as Nike, adidas, Helly Hansen, Sail Racing, and Puma, the storefront is served by an e-commerce site (Intershop) and brick-and-mortar outlets across Sweden, with parallel online storefronts in Finland and Norway.
Is Stadium Outlet a public or private company?
Stadium Outlet is a private company. It is classified as corporate owned and is currently operating.
When was Stadium Outlet founded?
Stadium Outlet was founded in 1974. It employs 11 to 50 people.
Where is Stadium Outlet based?
Stadium Outlet is headquartered in Stockholm, Sweden, in the Europe region.
How does Stadium Outlet make money?
One revenue line is on record: retail product sales.
Who are Stadium Outlet's main competitors?
Direct peers on record are XXL ASA, Intersport Sverige, Sportland and Sport 1 Norge. Broad incumbents are Decathlon, Stadium AB, Foot Locker and Zalando. Åhléns is listed as a regional player. Team Sportia is listed as an emerging player.
Does Stadium Outlet have an API?
No public API is recorded for Stadium Outlet.
What industry is Stadium Outlet in?
Stadium Outlet's product category is Sporting Goods Retail. Its primary akta.pro industry code is CRAMABAC, Athletic Footwear & Sport Apparel Retail, with a secondary code of CRAFABAI, Sporting Goods, Outdoor & Fitness Marketplaces. Its NAICS code is 45911 and its SIC code is 5600.