Action and Trend
- Company typePrivate
- Founded1993
- HeadquartersSkurup, Sweden
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Action and Trend does
Action och Trend i Skurup AB is a privately held Swedish specialty retailer founded in 1993 and headquartered in Skurup, Sweden. The company operates a single physical store on Korrehusgatan 3, located adjacent to the E65 highway, and serves families, sports associations, and local businesses across the Skåne region (within commuting distance of Malmö, Lund, Ystad, Trelleborg, Svedala, Veberöd, and Sjöbo). The business is owner-operated by Mattias Jelvemark and has 11-50 employees. The company was recognized as Branschvinnare Sverige 2024 (Industry Winner Sweden 2024).
The company operates under a three-division PLAY-LIVE-WORK structure. LIVE is the core retail storefront offering branded clothing, footwear, sports equipment, and bicycles for the whole family across categories including women's, men's, and children's fashion, sports apparel, outdoor/leisure wear, and footwear, with brands such as Adidas, Hummel, Champion, Didriksons, Peak Performance, Jack & Jones, Hoka, Saucony, Haglöfs, and Ecoride. PLAY provides team and association clothing through a dedicated online portal where clubs select a collection and individual members order and pay directly. WORK offers workwear and corporate apparel with company-logo customization. An in-house printing and embroidery workshop supports custom branding across PLAY and WORK, and a certified electric bicycle workshop provides repair services.
Revenue is generated primarily through one-time retail sales at the Skurup store and through the PLAY and WORK online portals. The company runs a free customer loyalty club (Kundklubb) that awards a 100 SEK bonus check for every 2,500 SEK spent and provides early-offer access via email and SMS. Pricing is not publicly disclosed, and there is no subscription, SaaS, or recurring contract model. The company is solely domestic (Sweden), has no disclosed subsidiaries, no external funding, no M&A history, and operates exclusively within the Skåne regional catchment.
Action and Trend firmographics
Firmographics- Name
- Action and Trend
- Legal name
- Action och Trend i Skurup AB
- Website
- https://actionochtrend.se
- Company type
- Private
- Founded year
- 1993
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Action and Trend industry classification
Industry- Product category
- Sporting Goods Retail
- NAICS
- Sporting Goods Retailers (45911), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)
- SIC
- Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651)
- akta.pro primary industry
- Camping, Hiking & Backpacking Gear Retail (CRAMAMAA)
- akta.pro secondary industries
- Outdoor & Active Lifestyle Apparel Retail (CRAAABAL), Hiking & Trail Accessories Retail (CRAMAAAD)
Keywords
Where Action and Trend is headquartered
LocationHeadquarters
- HQ city
- Skurup
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Action and Trend business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Retail Sales - Consumer: One-time retail sales of clothing, footwear, sports equipment, and bicycles to individual consumers in their physical store in Skurup. Covers fashion, sports, outdoor, and casual wear for the whole family.
- Team and Association Clothing (PLAY): Association clothing sales where each team member orders and pays individually through an online portal. The association selects a collection and each participant orders through their own portal.
- Workwear and Corporate Clothing (WORK): Sales of professional and corporate clothing to businesses, including custom logo printing and embroidery services.
- Customer Club Loyalty Program: Free customer club membership offering bonus points (100 kr bonus check for every 2500 kr spent), birthday rewards, early access to offers, and member-only pricing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Standard retail pricing |
| Transaction based/ take rate | Pay-as-you-go | Customer Club - Bonus Program |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
Action and Trend product offering
Product offeringCore offering
Action and Trend is a physical retail store in Skurup, Sweden operating a one-stop-shop concept under three divisions: PLAY (team and club clothing with custom printing), LIVE (retail fashion, sports equipment, footwear, and bicycles for the whole family), and WORK (professional and corporate apparel with in-house logo printing and embroidery). The company sells multi-brand clothing, sports gear, bicycles, and workwear both through its physical storefront and dedicated online portals for B2B segments.
Product overview
Action and Trend is a physical retail store in Skurup, Sweden founded in 1993, operating three integrated divisions under the PLAY-LIVE-WORK concept. PLAY (Föreningskläder) provides team and club clothing through an online ordering portal. LIVE (Butik) is the core retail operation offering fashion, sports equipment, bicycles and casual clothing for the whole family. WORK (Arbetskläder) offers professional and corporate apparel with in-house printing and embroidery services. The company also operates a free customer loyalty program and stocks a wide range of branded clothing and sports equipment from vendors including Vila, Only, Jack & Jones, Peak Performance, Adidas, Puma, Hoka, Scott, Ecoride, and many others.
Differentiator
Problem solved
Functional benefit
Brands
- PLAY: Sports and club clothing division for team uniforms and athletic wear.
- LIVE
- WORK
Products and services
- PLAY (Team and Club Clothing) Team and association clothing division offering custom sports apparel where associations select a collection and each team member orders and pays through a dedicated online portal. Provides match outfits, training suits, socks, bags, warm-up t-shirts and water bottles with custom prints for sports clubs and associations.
- LIVE (Retail Store) Core retail store in Skurup, Sweden offering fashion, sports equipment, bicycles, footwear, and casual clothing for the whole family across all occasions from everyday to celebrations. Includes men's, women's, and children's clothing plus outdoor and leisure apparel under one roof.
- WORK (Workwear and Corporate Apparel) Work and professional clothing division providing custom corporate apparel for businesses, with in-house printing and embroidery services for company logos. Includes jackets, T-shirts, sweaters, shirts, trousers and shorts for both physical service and online ordering.
- Bicycles Full range of bicycles including women's, men's, children's and youth bikes, city bikes, classic bikes, and electric bikes from brands like Ecoride, Crescent, Monark, Sjöala, Scott, and others, plus corporate benefit bicycle programs and related accessories such as Mips-equipped helmets.
- Bicycle Service and Repair Bicycle repair and maintenance services including a certified electric bike workshop, available without pre-booking for commuters, recreational cyclists, and electric bike owners.
Companies that use Action and Trend
Customer profileSegments5 records
Ideal customer profiles4 records
Action and Trend technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Action and Trend partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights4 records
Action and Trend competitors and assessment
Company assessmentBroad incumbents
- H&M: Sweden-headquartered global apparel retailer. Comparable on the family fashion side of the business, with overlapping brands (e.g., H&M-owned brands vs. Vila, Only, Jack & Jones stocked by Action och Trend), and a vastly larger online and physical footprint.
- Decathlon: Global sporting goods giant with private-label and branded assortment across virtually every sport, including outdoor, cycling, and team sports. Comparable breadth of categories and price points; significant competitive pressure on regional retailers like Action och Trend.
Direct peers
- Team Sportia: Swedish sporting goods chain specializing in team sports equipment, apparel, and association services. Closely comparable on the PLAY / team-clothing side of the business, and a direct competitor for Swedish sports association contracts.
- Sportamore: Swedish online-first sporting goods retailer selling sports apparel, footwear, and equipment. Comparable core product mix, but competing via a pure e-commerce model that highlights the online gap in Action och Trend's offer.
- Stadium: Major Swedish sporting goods and active lifestyle chain selling sports apparel, footwear, and equipment across physical stores and online. Direct overlap with Action och Trend on multi-brand sports and active family retail, though at significantly larger scale and broader geographic reach.
- XXL Sport: Nordic sporting goods discounter and retailer offering a wide assortment of sports equipment, apparel, and footwear. Comparable in category breadth and value-oriented positioning; direct competitor for sporting goods wallet share in Sweden.
- Intersport: Global sporting goods retailer with a Swedish franchise footprint selling apparel, footwear, and equipment across multiple sports categories. Directly comparable product mix and store-based model, but with national and international scale Action och Trend lacks.
Emerging players
- Houdini Sportswear: Swedish outdoor and active lifestyle apparel brand. Comparable on outdoor and active-lifestyle product positioning, with overlap in the premium outdoor assortment (e.g., Haglöfs, Peak Performance) carried by Action och Trend.
Regional players
- Åhléns: Swedish department store chain selling apparel, beauty, and home goods. Overlaps with the LIVE fashion and family-clothing side of Action och Trend's offer, but with a broader (non-sporting) assortment and a larger multi-store footprint.
Others
- teamworkwear.se (Stadium WORK / Stadium Group): The B2B workwear platform that powers Action och Trend's WORK portal, run by Stadium. Comparable as a workwear and corporate-clothing channel, and also represents a partnership / adjacent competitor for Action och Trend's WORK division.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Action and Trend social profiles
Digital presenceAction and Trend financial estimates
Financial estimateRevenue estimate
Valuation estimate
Action and Trend leadership team
Management profileNumber of profiles
Profiles1 record
Action and Trend funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Action and Trend 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 Action and Trend
What does Action and Trend do?
Action and Trend is a physical retail store in Skurup, Sweden operating a one-stop-shop concept under three divisions: PLAY (team and club clothing with custom printing), LIVE (retail fashion, sports equipment, footwear, and bicycles for the whole family), and WORK (professional and corporate apparel with in-house logo printing and embroidery). The company sells multi-brand clothing, sports gear, bicycles, and workwear both through its physical storefront and dedicated online portals for B2B segments.
Is Action and Trend a public or private company?
Action and Trend is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Action and Trend founded?
Action and Trend was founded in 1993. It employs 11 to 50 people.
Where is Action and Trend based?
Action and Trend is headquartered in Skurup, Sweden, in the Europe region.
How does Action and Trend make money?
Four revenue lines are on record. Retail Sales - Consumer is the primary driver. The others are team and Association Clothing (PLAY), workwear and Corporate Clothing (WORK) and customer Club Loyalty Program.
Who are Action and Trend's main competitors?
Broad incumbents on record are H&M and Decathlon. Direct peers are Team Sportia, Sportamore, Stadium, XXL Sport and Intersport. Houdini Sportswear is listed as an emerging player. Åhléns is listed as a regional player. teamworkwear.se (Stadium WORK / Stadium Group) is listed as an others.
Does Action and Trend have an API?
No public API is recorded for Action and Trend.
What industry is Action and Trend in?
Action and Trend's product category is Sporting Goods Retail. Its primary akta.pro industry code is CRAMAMAA, Camping, Hiking & Backpacking Gear Retail, with a secondary code of CRAAABAL, Outdoor & Active Lifestyle Apparel Retail. Its NAICS code is 45911 and its SIC code is 5600.