SportStore

What SportStore does

SportStore, operated by Altium Grupo Corporativo SL, is a Granada-based online and physical retailer of customized sports apparel, team uniforms, and equipment. Founded in 2013 as the Altium brand and launching its e-commerce platform at sportstore.es in October 2014, the company serves three customer segments across Spain: educational institutions (schools and colleges), sports clubs and associations, and individual consumers. It maintains particularly deep penetration among private schools in the Granada area, with multi-year uniform supply contracts (e.g., Escolapios Granada through the 2027-2028 seasons) and partnership-style relationships with at least 12 named schools and several regional sports clubs.

Its technology stack centers on a PrestaShop-based e-commerce storefront (built by Parada Creativa) supporting multi-language commerce (Spanish, Catalan, Galician), an online product-customization interface, and integrated appointment booking via Reservio. The company runs proprietary apparel manufacturing techniques including Full Print sublimation and Direct To Film (DTF) personalization, and sells a proprietary technical fabric branded Polidry. A physical showroom at Centro Comercial Neptuno in Granada handles bespoke fittings, sizing confirmation, and jersey-number reservation, complementing the online channel with high-touch service for institutional clients. All products comply with the UNE-EN14682 child safety standard.

SportStore generates revenue primarily through one-time retail sales of apparel (items ranging from €7 socks to €125+ complete kits) and equipment via the online store, B2B institutional sales of customized uniform packages to schools and clubs (with installment-payment options such as 50% deposit, 50% on delivery), and proprietary Altium-brand products across multiple collections (Activa, Play, Reflex). Distribution combines the e-commerce storefront with appointment-based retail at the Granada showroom; free shipping applies over €50. The operating geographies served are Andalusia and broader Spain, with no international footprint claimed.

Name

SportStore

Legal name

Altium Grupo Corporativo SL

Website

https://sportstore.es

Company type

Private

Founded year

2013

Operating status

Operating

Short description

SportStore.es, operated by Altium Grupo Corporativo SL, is a Granada-based e-commerce and showroom retailer specializing in customized sports apparel, team uniforms, and equipment for schools, sports clubs, and individual consumers across Spain, anchored by its proprietary Altium brand.

Ownership category

akta.pro rank

Product category

Custom Sportswear and Athletic Apparel Retail

NAICS

Sporting and Athletic Goods Manufacturing (33992), Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Team Sports Equipment & Uniforms Retail (CRAMABAE)

akta.pro secondary industry

Full-Line Sporting Goods Superstores (CRAMABAA)

Keywords

• Custom sports apparel
• Team uniforms
• School sportswear
• Athletic wear retail
• Sports accessories

Headquarters

HQ city

Granada

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Sales - Online: Direct-to-consumer online sales of sports apparel and equipment through the SportStore.es e-commerce platform. Products include sportswear, uniforms, accessories, and personalized/customized items.
2. B2B Institutional Sales: Bulk sales of customized sports apparel and school uniforms to educational institutions, sports clubs, and associations. Orders include team kits, school uniforms, and event merchandise.
3. Altium Brand Products: Sale of proprietary Altium brand sportswear and equipment, including the Activa collection and technical sports apparel.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

SportStore is an online and physical retailer of sports apparel, equipment, and accessories under its proprietary Altium brand, with in-house customization via Full Print sublimation and Direct-to-Film (DTF) personalization. The company primarily serves educational institutions (schools and colleges) and sports clubs through multi-year uniform programs and bulk orders, while also selling individual sportswear items directly to consumers. Its offering spans 13+ sports disciplines including football, basketball, volleyball, handball, tennis, padel, cycling, athletics, swimming, and shooting.

Product overview

SportStore is a Spanish e-commerce platform specializing in sports equipment and athletic apparel, primarily serving schools, sports clubs, and associations in the Granada region. The company operates primarily as a retailer but also offers its own proprietary brand called Altium, which provides customized team uniforms and sportswear. The product portfolio includes team sports uniforms (football, basketball, volleyball, handball), school sportswear (tracksuits, polo shirts, t-shirts), and sports accessories. SportStore differentiates itself through personalization services using Direct-to-Film printing and Full Print sublimation technology. The Altium brand celebrated its 10th anniversary in 2023.

Differentiator

Problem solved

Functional benefit

Brands

• Altium: Proprietary sportswear brand owned by Altium Grupo Corporativo SL. Offers sports equipment and uniforms including the Activa collection.

Products and services

• Altium Brand Sportswear SportStore's proprietary sportswear and equipment brand offering customized team uniforms, athletic apparel, and sports gear for schools, clubs, and individual athletes. Includes collections such as Activa, Play, and Reflex.
• Altium Activa Collection Sports apparel collection within the Altium brand designed for maximum comfort and performance across various sports. Features team kits with 10 color options, including shirt and pants sets ideal for school teams, clubs, and daily training.
• School Sportswear and PE Uniforms

Quantifiable outcome

• Free shipping on orders over €50
• +2 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered major, core and minor.

• Fundación Ave MaríamajorStrategic or Co-development PartnerLong-standing partnership with Fundación Ave María for Granada schools providing complete sports uniform programs including jerseys, shorts, chándales, polo shirts, and accessories. Includes special fundraising collections like the Varadero beach trip collection.
• Colegios Maristas GranadamajorStrategic or Co-development PartnerOngoing partnership providing official sports uniforms for Maristas Granada basketball and handball teams. Includes complete kit packages, warming shirts, and sports bags with shoe compartments.
• Colegios Escolapios GranadamajorStrategic or Co-development PartnerMulti-year partnership covering official uniforms for Escolapios Granada schools (both Genil and Cartuja campuses) for football sala, volleyball, and basketball teams for seasons 2026-2027 and 2027-2028.
• DEDI ColegioscoreStrategic or Co-development PartnerPartnership with DEDI educational management company for schools under their management, including CD Virgen de Gracia sports club.
• Universidad de Granada (Facultad de Farmacia)minorStrategic or Co-development PartnerUniversity partnership providing football team uniforms for students of the Faculty of Pharmacy at UGR.
• Asociación José GuardiaGTM or Marketing PartnerCharitable partnership producing solidarity t-shirts benefiting the association's humanitarian causes.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Regional players

• Forum Sport: Northern Spain (Basque Country)-based large-format sporting goods retailer with strong e-commerce presence. Comparable multi-sport assortment, although geographically focused on a different Spanish region.

Direct peers

• Tradeinn: Spain-headquartered group of niche online sports shops (runnerinn, bikeinn, goalinn, etc.) selling apparel and equipment across dozens of sports. Directly comparable as a Spanish multi-category online sports specialist with international reach.
• Sprinter: Spanish sports retail chain owned by Sprinter/Mercavalencia group operating physical stores and a strong e-commerce site selling sportswear, footwear and equipment across team and individual sports. Comparable in product breadth and Spanish mass-market positioning.
• Deporvillage: Spanish online sports retailer specializing in running, cycling, football, and team sports apparel and equipment. Closely comparable to SportStore as a Spain-focused e-commerce sports specialist with deep team-sport assortments and competitive pricing.

Broad incumbents

• Decathlon: World's largest sporting goods retailer with deep Spanish presence via large-format stores and a strong e-commerce site. Competes with SportStore across most of the same product categories (apparel, footwear, team sports equipment) but at a vastly broader scale and with private-label brands.
• JD Sports: Large UK-headquartered sports fashion and footwear retailer with extensive Spanish storefront and online presence. Overlaps with SportStore on athletic apparel and team sports footwear/accessories at the consumer end.
• El Corte Inglés (Deportes): Spain's largest department store, with a broad Deportes (sports) department spanning team sports apparel, equipment, and footwear across physical and online channels. Comparable on broad sporting goods assortment to Spanish consumers.
• Intersport: Global sporting goods retailer operating franchised stores across Spain selling team sports equipment, apparel, and footwear. Comparable as a multi-category sporting goods generalist serving consumers and clubs at retail.

Emerging players

• Camaloon: Barcelona-based custom print-on-demand platform producing personalized apparel, bags, and accessories for brands and institutions. Comparable to SportStore on the customization/DTF production capability side and on serving B2B institutional buyers.
• Uniformes Escolares (school uniform specialists): Various Spanish school uniform specialists (e.g., Uniformes El Valle, Uniformes Scola, Scola Uniformes) that serve educational institutions with PE kits and daily uniforms. Comparable on the B2B institutional uniform supply motion SportStore runs with its Altium brand.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SportStoreWeb
• Facebookfacebook.com/sportstore.es
• Instagraminstagram.com/sportstore_web

Compliance1 record

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 SportStore