Löplabbet Norge

What Löplabbet Norge does

Löplabbet AS (operating as Löplabbet Norge) is Norway's largest specialty retail chain focused exclusively on running, operating 16 physical stores across Southern Norway and the e-commerce platform loplabbet.no. The company is a banner within Sport Holding AS, Norway's leading sports specialty retailer that operates more than 375 stores across concepts including Sport 1, Intersport, Anton Sport, Löplabbet, Sportsnett, Milsluker'n, and Skandinavisk Høyfjellsutstyr. The chain originated in Sweden in 1984 based on research by Jörgen Wiklander, with the first Norwegian franchise store opening in 1987; today Löplabbet AS is fully Norwegian-owned, headquartered at Pilestredet 7, Oslo.

The company's core proposition is a curated, multi-brand assortment of running shoes, apparel, and accessories from leading international brands (ASICS, Hoka, Nike, Adidas, Puma, Brooks, Saucony, New Balance, On, Mizuno, Salomon, Topo, Garmin, Osprey, Dæhlie, CEP, Gaitline) combined with proprietary in-store gait analysis. The fitting method, developed by Wiklander in the late 1970s, uses a mirror box, treadmill, and high-speed camera to examine foot loading and biomechanics from hip to toe, enabling expert staff — who are themselves active runners — to recommend footwear matched to individual biomechanics, training habits, and injury history. Running-shoe prices range from approximately 1,600 NOK to 3,900 NOK, with the broader assortment covering trail shoes, gravel/concept shoes, technical apparel, hydration and nutrition products, GPS watches, and running vests.

Löplabbet's business model is direct-to-consumer retail, combining physical stores with e-commerce (orders can ship from multiple store locations), payment processing through Klarna and Vipps, and fulfillment via PostNord. The company also operates a content and community ecosystem including the Løpeskopodden podcast (180+ episodes), the seasonal Löplabbet Magasin, group runs, test runs, technique courses, and a 12-week beginner running program. Customer segments span recreational runners, active and competitive runners (up to national-level), and an emerging everyday/lifestyle consumer segment served via the Gaitline brand.

Name

Löplabbet Norge

Legal name

Löplabbet AS

Website

https://loplabbet.no

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Löplabbet Norge is Norway's largest specialty running retail chain, operating 16 stores across Southern Norway and the loplabbet.no e-commerce site, selling curated multi-brand running shoes, apparel, and accessories supported by proprietary in-store gait analysis and a podcast/magazine/training content ecosystem.

Ownership category

akta.pro rank

Product category

Specialty Running Retail

NAICS

Shoe Retailers (458210)

SIC

Retail-Shoe Stores (5661)

akta.pro primary industry

Performance Footwear (Running, Training, Court) (CRAAAEAI)

akta.pro secondary industries

Outdoor Performance Footwear & Apparel Retail (Trail/Hike) (CRAMACAI), Running & Endurance Wear (CRAAAEAD)

Keywords

• Specialty running retail
• Running shoe stores
• Gait analysis services
• Running apparel retail
• Sports footwear store

Headquarters

HQ city

Oslo (Pilestredet)

HQ country

Norway

HQ region

Europe

Offices14 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail product sales: Revenue generated from the sale of running shoes, running apparel, and accessories through physical stores and the e-commerce platform loplabbet.no. Products include items from world-leading brands such as ASICS, Hoka, Nike, Adidas, Puma, Saucony, Brooks, New Balance, On, Mizuno, Salomon, Topo, and others.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Löplabbet Norge operates a specialty retail chain dedicated exclusively to running, selling running shoes, running apparel, and running accessories from leading international brands (ASICS, Hoka, Nike, Adidas, Puma, Brooks, Saucony, New Balance, On, Mizuno, Salomon, Topo) through 16 physical stores across Southern Norway and an e-commerce platform. The company differentiates with in-store gait analysis using a mirror box, treadmill, and high-speed camera to fit each customer with appropriate footwear based on biomechanics, training habits, and injury history. Staff are active runners, and the assortment is tested and curated in-house.

Product overview

Löplabbet Norge is Norway's largest specialty running retailer operating 16 physical stores across Southern Norway. The company offers a comprehensive portfolio centered on running shoes from major international brands (ASICS, HOKA, adidas, Nike, Puma, Brooks, Saucony, New Balance, On, Mizuno, Salomon, Topo), supplemented by running apparel and accessories. The company differentiates through in-store gait analysis services using mirror box and high-speed video, with staff who are themselves runners. Additional offerings include the Løpeskopodden podcast (180+ episodes), Löplabbet Magasin seasonal publication, and structured training programs. Products are available through both physical retail stores and an e-commerce platform with Klarna and Vipps payment options.

Differentiator

Problem solved

Functional benefit

Brands

• Löplabbet Magasin: The company's magazine featuring running tips, equipment guides, training advice, and shoe testing content.
• Løpeskopodden

Products and services

• Running Shoes (Løpesko)
• Running Apparel (Løpeklær)
• Running Accessories (Tilbehør)
• Gait Analysis Service (Speilkasse- og tredemølletesting)

Named customers1 record

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

Feature1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• PostNordcoreChannel Partner/ Reseller/ DistributorPostNord handles all shipping and delivery for loplabbet.no orders. Orders are shipped as MyPack Collect (to pickup points) or MyPack Home (home delivery with signature). Returns are also processed via PostNord.
• KlarnacoreOthersKlarna is the primary payment solution for loplabbet.no, offering invoice and installment payment options. Klarna processes returns and updates invoices when items are sent back.
• VippscoreOthersVipps is used as a payment solution on loplabbet.no, allowing customers to pay via the Vipps app.
• Sport Holding AScoreOthersSport Holding AS is the parent company of Löplabbet. Sport Holding is Norway's leading sports specialty retailer with over 375 stores under brands including Sport 1, Intersport, Löplabbet, Anton Sport, Sportsnett, Milsluker'n, and Skandinavisk Høyfjellsutstyr. CEO is Anders Fjeld. Sport Holding is subject to the Norwegian Transparency Act (Åpenhetsloven).
• Norsk SportsbransjeforeningminorStrategic or Co-development PartnerNorsk Sportsbransjeforening (Norwegian Sports Industry Association) collaborated with major industry players including Sport Holding AS to develop a shared due diligence framework and survey tool for compliance with the Norwegian Transparency Act (Åpenhetsloven).
• ASICS, Hoka, Nike, Adidas, Puma, Saucony, Brooks, New Balance, On, Mizuno, Salomon, Topo, Gaitline, Saucony, Dynafit, Garmin, Osprey, Dæhlie, CEPcoreChannel Partner/ Reseller/ DistributorLöplabbet stocks products exclusively from world-leading brands of shoes, clothing, and equipment for runners. Brands include ASICS, Hoka, Nike, Adidas, Puma, Saucony, Brooks, New Balance, On, Mizuno, Salomon, Topo, Gaitline, Dynafit, Garmin, Osprey, Dæhlie, CEP, and others. The assortment is carefully tested and curated to offer optimal selection for customers.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Running Room: Canadian running specialty chain with ~150 locations across Canada combining multi-brand shoe/apparel retail with structured training programs (learn-to-run clinics) and gait/injury screening, closely mirroring Löplabbet's service-plus-apparel approach.
• Holabird Sports: US independent online running-specialty retailer carrying Hoka, Brooks, Saucony, ASICS and New Balance with curated expert content — analogous to Löplabbet's loplabbet.no as an e-commerce complement to its physical store footprint.
• Runners Need: UK's largest running-specialty retailer (part of Frasers Group) operating roughly 80 stores focused exclusively on running shoes, apparel, and gait-related fitting services — a direct European peer to Löplabbet's curated specialist format.
• Fleet Feet: Largest US running specialty retailer with 200+ stores, offering multi-brand curated running assortments, in-store gait analysis and fit services, plus local running community events — the closest international analogue to Löplabbet's specialty service-led model.
• Marathon Sports: US New England running specialty chain offering multi-brand running shoes, apparel, gait assessment and community events — a regional direct peer for the small-format, service-led running retail thesis.

Broad incumbents

• Sport 1 Norge: Sibling concept under parent Sport Holding AS; Norway's broadline sporting goods chain selling running shoes alongside a full multi-sport assortment — comparable in market reach and partially overlapping in product mix with Löplabbet.
• Intersport Norge: Also part of the Sport Holding AS group in Norway; Intersport operates broadline sporting goods stores that compete with Löplabbet on the running footwear/apparel shelf and across the same Norwegian consumer base.
• HOKA Brand Stores (Deckers): Hoka's branded DTC stores and direct website are a major supplier-to-Löplabbet that increasingly bypass specialty retail — relevant as a competitive threat shaping the multi-brand reseller model.
• On AG: Swiss running brand operating its own growing DTC store fleet and direct e-commerce globally; a key carried brand of Löplabbet whose vertical expansion directly pressures specialty retailers' share of wallet and shelf differentiation.

Regional players

• XXL Sport: Nordic sporting goods discounter with a strong Norwegian footprint, including premium running brands in its assortment; competes on price and selection rather than specialist service, offering a benchmark for the broadline alternative.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCp_HS4WChBd0vJrh0_7Evnw
• Facebookfacebook.com/loplabbetnorge
• Instagraminstagram.com/loplabbetnorge
• LinkedInlinkedin.com/company/loplabbetnorge

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Löplabbet Norge