Sport Country

What Sport Country does

Sport Country AG is a privately held Swiss company headquartered at Allmeindstrasse 15, 8840 Einsiedeln, that operates a direct-to-consumer e-commerce storefront (shop.spoco.ch) selling the BN3TH brand of men's underwear and activewear. The catalog spans six categories — Trunks & Boxers (including Classic Boxer Brief, Classic Trunk, Classic Lite Trunk, Classic Brief with Fly, and 2-pack options), 2IN1 convertible shorts (Agua Volley 2N1 Short, Runner's High Black), Bikegear (North Shore Chamois, Pursuit Padded Bike Short 2N1), Shirts (Infinite Tee, Crew Tee), Socks (Classic Crew Socks 3PK), and Classic Full Length active pants — across extensive color and size options (XS to XXL), with unit pricing from CHF 35.00 for basic boxers to CHF 149.00 for premium padded bike shorts, plus multi-pack bundles such as the CHF 65.00–70.00 Classic Trunk 2 Pack.

The business model is pure DTC e-commerce in the Swiss domestic market, with the storefront offered in German and French; no physical retail, wholesale, or non-Swiss distribution is disclosed, although a separate B2B web presence exists at b2b.spoco.ch. The customer segment is described as active-lifestyle consumers seeking comfort-focused underwear and athletic apparel for everyday wear, cycling, running, and swimming. The firmographic description characterizes Sport Country as an importer of ski boots and snowboards, which appears to be legacy positioning rather than the current BN3TH-focused operations evidenced throughout the operational data.

No revenue, headcount, funding, management team, partnerships, certifications, awards, patents, or M&A activity is disclosed in the source material. The ownership structure is opaque — no parent company, institutional investors, or VC backing is referenced — and the e-commerce platform copyright is held by Dataforce Support AG, which appears to provide infrastructure rather than act as a parent entity.

Name

Sport Country

Legal name

Sport Country AG

Website

https://b2b.spoco.ch

Company type

Private

Founded year

1975

Operating status

Operating

Short description

Sport Country AG is a privately held Swiss company that operates a direct-to-consumer e-commerce storefront selling BN3TH branded men's underwear and performance apparel to active-lifestyle consumers in Switzerland.

Ownership category

akta.pro rank

Product category

Men's Performance Underwear and Apparel

NAICS

Clothing and Clothing Accessories Retailers (458110), Clothing and Clothing Accessories Retailers (45811), Sporting Goods Retailers (459110)

SIC

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

akta.pro industry

PRIMARYCRAAAIAB

Panties & Briefs

Consumer Products & Retail/Apparel, Footwear & Accessories/Intimates, Lingerie & Sleepwear

SECONDARYCRAAAAAD

Athletic / Performance & Activewear Brands

Consumer Products & Retail/Apparel, Footwear & Accessories/Apparel Brands & Manufacturing

SECONDARYCRAMABAC

Athletic Footwear & Sport Apparel Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Sporting Goods Generalist Retail

Keywords

• Men's underwear
• Performance apparel
• Cycling shorts
• Activewear e-commerce
• Athletic basewear

Headquarters

HQ city

Einsiedeln

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Apparel Product Sales: Direct retail sales of BN3TH branded underwear, trunks, shirts, socks, and athletic apparel through company e-commerce store. One-time purchase model with individual unit and multi-pack options.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Sport Country AG sells the BN3TH brand of men's underwear and performance apparel directly to consumers through its Swiss e-commerce shop (shop.spoco.ch). The range covers boxers, trunks, briefs, multi-functional 2IN1 shorts for swimming and cycling, padded bike shorts, t-shirts, crew socks, and full-length active pants, priced between CHF 35 and CHF 149 per unit.

Product overview

Sport Country AG operates an e-commerce platform (shop.spoco.ch) selling the BN3TH brand of men's underwear, activewear, and apparel. The BN3TH product line is organized into six main categories: Trunks & Boxers (including Classic Boxer Brief, Classic Trunk, Classic Lite Trunk, Classic Brief with Fly, and 2-pack options), 2IN1 multi-functional shorts for swimming and cycling, Bikegear (padded shorts and chamois), Shirts (Infinite Tee, Crew Tee), Socks (Classic Crew Socks 3PK), and Classic Full Length active pants. The collection offers extensive color and size options across all product lines, with pricing ranging from CHF 35.00 for basic boxers to CHF 149.00 for premium padded bike shorts.

Differentiator

Problem solved

Functional benefit

Brands

• BN3TH: Underwear and apparel brand sold through Sport Country AG's e-commerce shop. Products include trunks, boxers, 2IN1 shorts, bikegear, shirts, and socks.

Products and services

• BN3TH Trunks & Boxers

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators1 record

Recent moves3 records

Expansion highlights3 records

Direct peers

• MeUndies: Direct-to-consumer men's and women's underwear and loungewear brand. Comparable model — DTC e-commerce, wide color/print variety, multi-pack bundling — directly overlapping BN3TH's positioning.
• Tommy John: Premium men's underwear, socks, and base layer brand sold DTC. Comparable product categories (boxers, briefs, undershirts) and premium pricing strategy similar to BN3TH's CHF 35–149 range.
• SAXX Underwear: Direct competitor in men's performance underwear with patented BallPark Pouch construction. Strongly comparable to BN3TH's boxer brief / trunk line and overlaps on padded bike/active crossover products.
• ExOfficio: Performance underwear and travel apparel brand known for technical fabrics. Compares to BN3TH's moisture-wicking and athletic-use underwear and base layer apparel.
• 2UNDR: Canadian performance underwear brand with emphasis on comfort and athletic use. Direct comparable to BN3TH's positioning around active-lifestyle men's underwear and crossover shorts.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

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 Sport Country