Enenda

What Enenda does

Enenda is a privately held Swedish e-commerce retailer headquartered in Hägersten, Sweden, specializing in sports apparel, footwear, accessories, and equipment. Founded in 2014 (per firmographic data, though the on-site copyright indicates 2026), the company operates the direct-to-consumer storefront enenda.se and serves three primary customer segments: individual consumers (organized across Herr/Dam/Barn/Junior), over 100 Swedish amateur and semi-professional sports clubs, and corporate buyers seeking branded gifts and profile merchandise. The product catalog spans football, handball, floorball, basketball, running, karate, and esports, with an Outlet (Rea) channel for discounted inventory.

The company's core technical asset is its Klubbshop (Club Shop) platform, which powers customized branded storefronts for partner clubs. The platform supports personalization (names, numbers, initials on team apparel), bulk ordering workflows for clubs, and integration with Swedish-market infrastructure including BankID for identity verification and Klarna, Mastercard, and Visa for payments. The site is offered in Swedish and English. There is no mobile app and no public API. Distribution is purely domestic Swedish, with organic social presence on Facebook and Instagram.

Enenda's business model is straightforward retail: it purchases sportswear and equipment from upstream brands and resells through its own storefront and through partner club shops, with customization services (printing) layered on as an add-on. Pricing is not publicly disclosed. Revenue model is transactional one-time purchases with promotional discounting via the Outlet channel; no subscription, licensing, or recurring contract revenue is indicated. The company employs 11-50 people and has no disclosed funding, parent entity, or acquisition history.

Name

Enenda

Legal name

Enenda

Website

https://enenda.se

Company type

Private

Founded year

2026

Operating status

Operating

Headcount range

11–50 employees

Short description

Enenda is a Swedish direct-to-consumer e-commerce retailer (enenda.se) selling sports apparel, footwear, and equipment to individual consumers, 100+ Swedish sports clubs via its Klubbshop platform, and corporate buyers seeking branded merchandise.

Ownership category

akta.pro rank

Product category

Sports Apparel Retail

NAICS

Sporting Goods Retailers (45911), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459), Sporting Goods, Hobby, and Musical Instrument Retailers (4591)

SIC

Retail-Apparel & Accessory Stores (5600), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Team Sports Equipment & Uniforms Retail (CRAMABAE)

akta.pro secondary industries

Team & School Athletic Uniforms Retail (CRAMACAJ), Soccer/Football Footwear & Apparel Retail (CRAMACAC)

Keywords

• Sports apparel retail
• Team uniforms
• Club merchandise
• Custom sportswear
• Sports equipment

Headquarters

HQ city

Hägersten

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Sports Apparel and Equipment Sales: Enenda generates revenue through the direct sale of sports apparel, footwear, and equipment to consumers and sports clubs. Products include clothing (t-shirts, jackets, pants, shorts, jerseys), footwear (football boots, indoor shoes, running shoes, sandals), accessories (bags, scarves, gloves, caps, hats), and sports-specific equipment (balls, goalkeeper gloves, shin guards, protective gear). The company also offers customization services including printing of names, numbers, and initials on sports clothing.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Enenda is a Swedish e-commerce retailer selling sports apparel, footwear, accessories, balls, goalkeeper equipment, and protective gear to individual consumers and sports organizations. The company operates a dedicated Club Shop (Klubbshop) program that enables over 100 Swedish sports clubs to provide customized team apparel with club branding and personalization (names, numbers, initials) to their members. The product catalog spans football, handball, basketball, floorball, running, and other sports, organized by gender (Herr/Dam) and age (Barn/Junior), with a dedicated outlet/sale section and corporate gifts offering.

Product overview

Enenda is a Swedish e-commerce platform specializing in sports equipment and apparel. The offering consists of the Enenda Webshop as the core retail platform, complemented by Club Shop (Klubbshop) functionality that enables sports clubs to operate customized branded stores. The product portfolio spans clothing (trousers, jackets, shorts, socks, T-shirts, sweaters, match shirts), footwear (football boots, indoor shoes, running shoes, sandals), accessories (scarves, gloves, caps, hats, bags), balls (footballs, futsal balls, basketballs, handballs), goalkeeper equipment, and protective gear. The platform serves men, women, children, and junior segments across sports including football, handball, floorball, and basketball. An Outlet (Rea) section provides discounted sale items.

Differentiator

Problem solved

Functional benefit

Products and services

• Club Shop (Klubbshop) A dedicated B2B program that provides customized online shops for Swedish sports clubs and organizations, enabling teams to offer branded merchandise to their members and supporters. Supports over 100 Swedish sports clubs including football, handball, floorball, and basketball clubs. Includes printing and customization services for team apparel with club branding, player names, numbers, and initials.
• Corporate Gifts and Profile Products A B2B offering for companies and organizations seeking customized corporate gifts, branded sports merchandise, profile products, and team apparel. Allows businesses to order branded items for employee gifts, corporate events, and team-building activities with company logo customization.

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

One partnership is on record.

• Swedish Sports Clubs (Club Shop Partners)coreChannel Partner/ Reseller/ DistributorEnenda partners with over 100 Swedish sports clubs through its Club Shop program, providing customized team apparel with club branding. Clubs include football clubs (FC Brandbergen, IFK Tumba, Vallentuna Fotboll), floorball clubs (FBC Sollentuna, Nybro IBK), handball clubs (IFK Tumba Handboll, Skara HF), basketball clubs (Borås Basket, Malbas BBK), and various other sports organizations. Enenda enables these clubs to offer branded merchandise to their members.

Recent moves6 records

Expansion highlights5 records

Direct peers

• Stadium: Swedish sporting goods retailer offering apparel, footwear, and equipment across multiple sports with strong multi-sport coverage. Directly comparable to Enenda in product range and target market, but operates at far greater scale with physical stores and broader brand assortment.
• Unisport: European online retailer specializing in football footwear, apparel, and equipment, with deep team and player-focused assortments. Comparable to Enenda's football-heavy catalog and customization-adjacent positioning, though geographic focus is broader Europe.
• Elverket Sport: Swedish multi-sport retailer specializing in team apparel and equipment for sports clubs across multiple disciplines. Directly comparable to Enenda in Swedish market positioning and club-targeted apparel offering, with similar multi-sport catalog.
• Sportamore: Swedish online-first sporting goods retailer selling apparel, footwear, and equipment across multiple sports. Closely comparable to Enenda as a Swedish e-commerce sports retailer, with a similar multi-sport catalog but a stronger consumer-DTC focus and larger scale.

Broad incumbents

• Intersport Sweden: Swedish arm of the global Intersport sporting goods retail chain, offering multi-sport apparel and equipment through both physical stores and online. Comparable broad multi-sport retailer with scale advantages over Enenda across pricing, assortment, and brand depth.
• Decathlon: Global sporting goods retailer with Swedish online presence, offering low-cost proprietary-brand sports apparel and equipment. Comparable multi-sport range but competes heavily on price and own-brand breadth, posing a competitive threat to Enenda's mid-market positioning.
• XXL Sport: Nordic sporting goods retailer with operations in Sweden operating large-format stores and online channels. Overlaps with Enenda on multi-sport equipment and apparel but operates at a significantly larger scale and broader assortment.

Others

• Klarna (marketplace integrations): Swedish fintech whose payment and identity integrations Enenda uses. Not a peer in retail, but an ecosystem enabler — analogous Swedish consumer-platform infrastructure that lowers operating friction for Enenda's DTC e-commerce motion.

Regional players

• Sport-Thieme: German-headquartered sporting goods retailer with Swedish presence, focused on team sports equipment and institutional customers (clubs, schools). Comparable to Enenda's club-shop B2B motion and team sports emphasis, with similar institutional customer base.

Emerging players

• Pro Direct Sport: Online retailer focused on team sports apparel and equipment with strong football/soccer emphasis. Comparable to Enenda's team-sports focus and customization-style offering, but operates at larger scale primarily in the UK and EU.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/enendapartner
• Instagraminstagram.com/enenda_partnertillidrotten

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 Enenda