Länna Sport

What Länna Sport does

Länna Sport AB is a privately held Swedish sporting goods retailer operating an omnichannel commerce model anchored by a single physical retail store in Skogås, Stockholm (Gamla Nynäsvägen 604) and an e-commerce platform at lannasport.se. The company's product offering is unusually broad for an independent operator, spanning 16+ sports and outdoor categories including running, golf, cycling, hockey, alpine and cross-country skiing, snowboarding, outdoor, racket sports (padel, tennis, badminton, table tennis), football, inline skating, and workwear, with 4,600+ men's SKUs and additional assortments for women and children. This vertical breadth enables season-spanning demand capture across Swedish sporting activities.

The underlying technology stack is a standard third-party e-commerce platform (E37) integrated with Unifaun for shipping management, PostNord and Bring for last-mile delivery, and Klarna plus dibs (Nets) for consumer payment processing including installments. Marketing is executed through email newsletters and a presence across Instagram, Facebook, YouTube, LinkedIn, and TikTok, supplemented by content marketing including guides and tips. The company operates on a direct-to-consumer retail revenue model with unit pricing in SEK, promotional discounting (up to 50% off during summer sale), free shipping above 499 SEK, and a complementary outlet channel for discounted inventory. Customer segments are segmented by gender (Herr, Dam, Junior) and by sport-specific use case, with an emerging corporate/channel offering covering club shops and benefit bicycle programs.

Länna Sport's geographic footprint is limited to Sweden, with no international operations disclosed. The company is privately held under Swedish private limited company structure with no disclosed investors, no parent company, and no funding history; accordingly, no institutional capital or external ownership is evidenced in the source data. Revenue is not disclosed, and no headcount is reported. Operating status is active, with the website currently running promotional campaigns and accepting orders.

Name

Länna Sport

Legal name

Länna Sport AB

Website

https://lannasport.se

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

51–100 employees

Short description

Länna Sport AB is a privately held Swedish omnichannel sporting goods retailer offering apparel, footwear, and equipment across 16+ sports categories to Swedish consumers through a Skogås retail store and e-commerce platform.

Ownership category

akta.pro rank

Product category

Sporting Goods Retail

NAICS

Sporting Goods Retailers (45911), Sporting Goods Retailers (459110)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Athletic Footwear & Sport Apparel Retail (CRAMABAC)

akta.pro secondary industry

Team Sports Equipment & Uniforms Retail (CRAMABAE)

Keywords

• Sports retail
• Sports apparel
• Sports equipment
• Outdoor gear
• Workwear clothing

Headquarters

HQ city

Skogås

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Retail Product Sales: Direct retail revenue from selling sports apparel, footwear, and equipment through both physical store and e-commerce platform. Products span multiple categories including running, golf, hockey, outdoor, cycling, racket sports, skiing, and workwear.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Länna Sport is a Swedish omnichannel sports retailer that sells multi-brand sports apparel, footwear, and equipment for men, women, and children across categories including running, golf, cycling, hockey, outdoor, racket sports, alpine skiing, cross-country skiing, snowboarding, and workwear. The company distributes through a physical retail store in Skogås, Stockholm, and a nationwide e-commerce platform (lannasport.se), supported by payment partners Klarna and dibs and logistics partners PostNord and Bring.

Product overview

Länna Sport is a Swedish omnichannel sports retailer offering a comprehensive portfolio of sports apparel, footwear, and equipment across multiple categories. The product lineup includes clothing for men, women, and children (Junior) with sub-categories spanning casual wear, activewear, and specialized sports clothing. Core product categories include cycling equipment (bicycles, helmets, accessories, clothing, components), golf equipment (clubs, bags, balls, shoes, apparel, accessories), running gear (shoes, clothing, GPS watches, hydration systems), hockey equipment (skates, sticks, protective gear), outdoor equipment (hiking, camping, fishing), racket sports (padel, tennis, badminton), alpine and cross-country skiing, snowboarding, and workwear. The company also operates an outlet channel for discounted merchandise. Länna Sport serves both individual consumers and offers corporate sales, club shops, and benefit bicycle programs for businesses.

Differentiator

Problem solved

Functional benefit

Products and services

• Men's (Herr) Clothing and Footwear Multi-brand men's apparel and footwear assortment covering shoes, shirts, pants, jackets, golf, cycling, running, training, sailing, outdoor, ski, cross-country ski, underwear, and accessories for active and style-conscious male consumers.
• Women's (Dam) Clothing and Footwear Multi-brand women's apparel and footwear assortment covering shoes, shirts, dresses, pants, jackets, golf, swimwear, cycling, running, training, sailing, outdoor, ski, workwear, underwear, and accessories for active and style-conscious female consumers.
• Junior (Barn) Clothing and Footwear Multi-brand children's apparel and footwear assortment covering shoes, jackets, tops, bottoms, accessories, swimwear, training, cycling, rain, sailing, and ski clothing for boys and girls.
• Bicycles & Cycling Equipment Complete cycling assortment including bicycles, helmets, accessories, shoes, clothing, tires and tubes, components, and cycling gear for riders of all levels.
• Golf Equipment Full golf assortment including clubs, bags, balls, shoes, gloves, clothing, and accessories for players of all skill levels.
• Running Gear Running equipment including clothing, shoes, backpacks, hydration belts and systems, GPS watches, running glasses, and headlamps for runners of all levels.
• Hockey Equipment Complete hockey equipment for players and goalkeepers including sticks, skates, helmets, protective gear, accessories, off-ice products, bandy, recreational skating, and figure skating.
• Outdoor Equipment Outdoor gear including outdoor clothing, hiking boots, outdoor cooking equipment, camping gear, fishing equipment, long-distance skates, water sports, and hiking accessories.
• Racket Sports Equipment Racket sports equipment including padel (rackets, balls, shoes, accessories, bags), tennis, badminton, table tennis, pickleball, and training clothes.
• Alpine Skiing Equipment Alpine skiing equipment including boots, skis, goggles, helmets, poles, clothing, avalanche equipment, bindings, and accessories.
• Cross-Country Skiing Equipment Cross-country skiing gear including ski packages, skis, boots, poles, clothing, bindings, energy supplements, wax, and roller skis.
• Snowboard Equipment Snowboard gear including snowboards, bindings, boots, bags, and accessories.
• Workwear Work clothing including work jackets, work pants, work sweaters, profile clothes, high-visibility clothing, rain gear, safety shoes, and protective equipment for trades and industrial workers.
• Bags & Luggage Backpacks, shoulder bags, waist bags, travel bags, hiking backpacks, cooler bags, sports bags, running bags, cycling bags, ski bags, and accessory bags.
• Outlet Store Discounted and sale merchandise across all categories including clothing and shoes with discounts up to 50%.

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and supporting.

• KlarnacoreOthersPayment service provider enabling customers to pay in installments. Länna Sport offers Klarna as a payment option for customer purchases.
• dibs (Nets)coreOthersPayment service provider for processing customer transactions. Used alongside Klarna for payment fulfillment.
• PostNordcoreChannel Partner/ Reseller/ DistributorPrimary logistics and delivery partner for shipping customer orders. PostNord handles parcel delivery throughout Sweden.
• BringcoreChannel Partner/ Reseller/ DistributorLogistics partner for order delivery. Bring (a PostNord company) provides shipping services for customer orders.
• UnifaunsupportingTechnology or IntegrationShipping and logistics platform integrated with order management system to facilitate delivery processing.
• E37 (Platform Provider)coreTechnology or IntegrationE-commerce platform provider hosting the Länna Sport website and managing customer data, orders, and e-commerce functionality.

Scale indicators2 records

Recent moves4 records

Expansion highlights6 records

Direct peers

• Stadium: Largest Swedish sports retail chain operating multi-brand stores across Sweden, Norway, and Finland. Direct competitor in multi-sport generalist retail with broader physical footprint and stronger brand recognition.
• Intersport Sweden: International sports retailer with franchise-operated stores across Sweden. Competes directly in multi-sport generalist apparel, footwear, and equipment retail.
• Sportamore: Leading Swedish online sports retailer offering multi-brand sporting goods, apparel, and footwear. Closest direct competitor in the e-commerce channel serving the same Swedish consumer base.
• Team Sportia: Swedish sports retail chain focused on multi-sport generalist assortment. Direct peer competing in similar suburban and smaller-city locations across Sweden.

Broad incumbents

• XXL Sport: Nordic big-box sporting goods chain with large-format stores in Sweden. Competes in multi-sport generalist retail at a larger scale with deeper category breadth.
• Decathlon Sweden: Global sporting goods retailer with proprietary brands and expanding Swedish presence. Competes across many of the same sport categories with strong price-positioning.
• Zalando Sweden: Major European fashion and sports e-commerce platform operating in Sweden. Competes for the same apparel/footwear portion of Länna's assortment with superior scale and logistics.

Emerging players

• Outnorth: Nordic online outdoor and active lifestyle retailer. Comparable as a multi-brand online sporting goods specialist serving a similar Swedish/Nordic consumer base.
• Addnature: Swedish online outdoor and skiing retailer. Comparable for the outdoor, alpine, and cross-country skiing portions of Länna's assortment.
• Skistart: Swedish ski and outdoor specialist retailer. Comparable on the alpine, cross-country, and outdoor winter sports categories where Länna also operates.

Market position

Competitive moat3 records

Key highlights7 records

Customer concentration

• Xtiktok.com/@lannasport
• YouTubeyoutube.com/@lannasport1916
• Facebookfacebook.com/lannasport
• LinkedInlinkedin.com/company/l%c3%a4nna-sport/posts/?feedView=all
• Instagraminstagram.com/lannasport

Revenue estimate

Valuation estimate

Number of profiles

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 Länna Sport