Sport Depot

What Sport Depot does

Sport Depot SA is a Bulgarian multi-brand sports retailer founded in 1996 and headquartered in Sofia. The company retails authentic athletic footwear, apparel, accessories and equipment from more than 150 international brands — including Nike, adidas, Puma, Converse, Champion, Jack Wolfskin, Icepeak, The North Face, Salomon, Hoka, On, Speedo and Under Armour — across 17 sports categories spanning running, football, basketball, volleyball, fitness, cycling, swimming, outdoor/camping and hiking. It serves broad consumer segments (men, women, children) plus specialty use-case segments (runners, hikers, football players and fans, fitness enthusiasts) and operates a smaller wholesale/B2B channel for dealers.

The business operates a true omnichannel model: physical retail stores throughout Bulgaria (including a recently renovated flagship at Bulgaria Mall in Sofia), a consumer-facing e-commerce website at sportdepot.bg, native mobile applications for iOS and Android, a call center, a Click & Collect service, and a loyalty program offering birthday vouchers and exclusive promotions. Underlying technology is a standard e-commerce platform with order tracking, store-availability checking, and credit-purchase integration through partner banks tbi bank and BNP Paribas Personal Finance. The company is part of the SPORT 2000 International network of 3,000+ stores across 15+ countries, and operates alongside two related Bulgarian specialty retailers — District Shoes (footwear) and Absolute Teamsport (team sports).

Revenue is generated through one-time retail product sales, professional service and repair of sports equipment, and wholesale/B2B sales, priced via unit pricing with periodic promotional campaigns (including summer sales of up to 50% off) and free delivery on orders over 50 EUR. Founder Krasimir Petkov serves as CEO. The company is privately held, with no disclosed funding rounds, M&A, or institutional investor signals in the available data.

Name

Sport Depot

Legal name

SPORT DEPOT SA

Website

https://sportdepot.bg

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Sport Depot SA is Bulgaria's largest multi-brand sports retailer, founded in 1996 and headquartered in Sofia, selling authentic athletic footwear, apparel and equipment from 150+ international brands through omnichannel physical stores, e-commerce, mobile apps and B2B wholesale.

Ownership category

akta.pro rank

Product category

Sporting Goods Retail

NAICS

Sporting Goods Retailers (45911), Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910)

SIC

Retail-Shoe Stores (5661)

akta.pro primary industry

Athletic Footwear & Sport Apparel Retail (CRAMABAC)

akta.pro secondary industries

Team Sports Equipment & Uniforms Retail (CRAMABAE), Team Sports Protective Gear & Sports Medicine Retail (CRAMAEAJ), Sporting Goods, Outdoor & Fitness Marketplaces (CRAFABAI)

Keywords

• Sports apparel retail
• Athletic footwear sales
• Sports equipment store
• Multibrand sportswear
• Outdoor gear retail

Headquarters

HQ city

Sofia

HQ country

Bulgaria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Direct sales of sports apparel, footwear, and equipment to consumers through physical stores and e-commerce platform
2. Service and Repair: Service center offering repair and maintenance for sports equipment
3. Wholesale/B2B Sales: Bulk sales to dealers and business customers through dedicated B2B channel

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

Sport Depot is a Bulgarian multi-channel sports retailer that sells original branded sportswear, footwear, equipment, and accessories from over 150 international brands including Nike, adidas, Puma, Converse, Champion, Jack Wolfskin, Icepeak, Reebok, and The North Face. The company serves men, women, and children across multiple sports categories (running, football, basketball, fitness, outdoor, cycling, swimming) through physical stores, an e-commerce website, mobile apps, a call center, and a B2B wholesale channel, complemented by services such as loyalty programs, Click & Collect, and installment purchase financing.

Product overview

Sport Depot is Bulgaria's largest sports e-commerce retailer offering a comprehensive multi-brand portfolio of athletic footwear, apparel, and accessories across multiple customer segments (men, women, children). The platform operates across omnichannel service channels including an online e-commerce website, mobile applications for iOS and Android, and physical retail stores throughout Bulgaria. The product portfolio spans 17 distinct sports categories including football, basketball, volleyball, running, fitness, swimming, cycling, hiking/tourism, outdoor/camping, and casual/leisure wear. The company distributes 60+ international brands including Nike, adidas, Puma, Converse, Champion, Jack Wolfskin, Icepeak, Reebok, Skechers, New Balance, Under Armour, The North Face, Salomon, Columbia, Helly Hansen, Speedo, and others. Beyond retail, services include loyalty programs, installment purchasing via tbi bank and BNP Paribas Personal Finance, Click & Collect, gift vouchers, and free delivery on orders over 50 EUR with 30-day returns. The platform also engages in sport event sponsorships including Run Bulgaria, Legion Run, and Tryavna Ultra.

Differentiator

Problem solved

Functional benefit

Products and services

• Men's sports apparel, footwear, and accessories Multi-brand assortment of athletic and casual sports apparel, footwear (sports shoes, hiking boots, sandals, winter boots), and accessories for men, sourced from Nike, adidas, Puma, and other international brands.
• Women's sports apparel, footwear, and accessories Multi-brand assortment of athletic and casual sports apparel, footwear, and accessories for women, including blouses, pants, skirts/dresses, jackets, swimwear, and related items.
• Children's sports apparel, footwear, and accessories Multi-brand sports apparel, footwear (sports shoes, sandals, slippers, boots), and accessories for children of various sizes.
• Outdoor and camping equipment Outdoor gear including tents, sleeping bags, camping furniture, and related camping equipment from brands such as Jack Wolfskin, Coleman, Outwell, and Campingaz.
• Fitness equipment Fitness and gym equipment for home and gym workouts.
• Sport Depot e-commerce website Consumer-facing online store at sportdepot.bg providing browsing, search, filtering, user accounts, order tracking, and promotional offerings across the full brand assortment.
• Sport Depot mobile applications Native iOS and Android applications enabling mobile shopping, account access, and loyalty program participation.
• Physical retail stores Brick-and-mortar retail stores across Bulgaria including a renovated Bulgaria Mall location in Sofia, with store locator support on the website.
• Wholesale / B2B sales channel Dedicated wholesale channel supplying bulk sports apparel, footwear, and equipment to dealers and business customers.
• Call center ordering service Phone ordering and customer support via 0701 90009, available Monday-Friday 08:30-18:30 and Saturday 09:30-13:30.

Quantifiable outcome

• Free delivery for orders over 50 EUR
• +1 more outcomes

Named customers1 record

Segments7 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• SPORT 2000 InternationalcoreStrategic or Co-development PartnerPart of the SPORT 2000 International network, providing access to 3000+ stores across 15+ countries worldwide. This international partnership enhances product sourcing capabilities and provides credibility through association with a major international sports retail network.
• District ShoesminorOthersRelated company under the same network, operating as a specialized footwear retailer at districtshoes.bg
• Absolute TeamsportminorOthersRelated company under the same network, specializing in team sports equipment at absolute-teamsport.bg

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Regional players

• Sprinter: Iberian sporting goods generalist retailer (part of Iberdrola group / Sport Zone ecosystem) with multi-brand apparel, footwear and equipment in physical and online channels. Comparable operating model to Sport Depot in a different geography.
• Sport Zone: Portuguese-headquartered sporting goods retailer with multi-brand assortment across apparel, footwear and equipment, owned by ISRG. Operates an omnichannel model comparable to Sport Depot's format and serves a similar mid-market sports consumer.
• Sport Vision: Leading sporting goods retailer in the Balkans and Turkey with multi-brand apparel, footwear and equipment across physical and online channels. Closest regional comparable to Sport Depot given overlapping geography and product mix in Southeast Europe.
• Hervis Sports: Austrian-headquartered sporting goods retailer (part of SPORT 2000 group) operating across Central and Eastern Europe with multi-brand sports assortment and omnichannel services — a regional peer within the same SPORT 2000 network that Sport Depot belongs to.
• Stadium (Stadium Sports City): Nordic-headquartered multi-brand sports retailer (also part of SPORT 2000 International network) with broad assortment in apparel, footwear and equipment across physical stores and e-commerce — same network affiliation and comparable operating model to Sport Depot.

Broad incumbents

• Foot Locker: Global athletic footwear and apparel multi-brand retailer with strong omnichannel presence. While focused more narrowly on footwear/apparel than Sport Depot's generalist assortment, it competes directly on core categories like running, basketball, and lifestyle sneakers.
• Sports Direct / Frasers Group: UK-based discount-led multi-brand sporting goods retailer with broad assortment and aggressive pricing. Competes with Sport Depot on value-priced multi-brand sports apparel and equipment, particularly via cross-border e-commerce into Bulgaria.
• JD Sports: Major global multi-brand athletic and sports fashion retailer with a strong premium-brand assortment (Nike, adidas). Comparable to Sport Depot on premium brand curation and youth/family positioning, though with a stronger fashion and sneaker culture tilt.

Direct peers

• Intersport: Global sporting goods generalist retailer operating a franchise/network model similar to SPORT 2000, selling multi-brand apparel, footwear and equipment across multiple categories — directly comparable format and customer base to Sport Depot.
• Decathlon: World's largest sporting goods retailer with extensive private-label assortment, omnichannel presence, and broad multi-category coverage (footwear, apparel, equipment). Operates stores across Europe including Eastern Europe, directly competing with Sport Depot on category breadth and price.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/sportdepot
• Facebookfacebook.com/SportDepot.bg
• LinkedInlinkedin.com/company/sport-depot
• Instagraminstagram.com/sportdepotbg
• TikToktiktok.com/@sportdepot_bulgaria
• Xx.com/SPORTDEPOTBG

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 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 Sport Depot