DANASPORT FASHIONS INC.

What DANASPORT FASHIONS INC. does

DANA SPORT SRL, operating as DANASPORT, is an Italian multi-brand sportswear and athletic equipment retailer headquartered in Aiello del Friuli, Udine province. The company sells a broad assortment of sports apparel, footwear, accessories, and equipment across 15+ sports categories—including running, football, basketball, volleyball, tennis, swimming, cycling, martial arts, and outdoor—through three channels: a Magento-based e-commerce site (danasport.it), a physical store at its Aiello del Friuli headquarters, and a dedicated B2B portal (danasport-danawork.myb2b-online.it) serving sports clubs and schools. The assortment spans 100+ international and Italian brands (adidas, Nike, Puma, New Balance, Brooks, Asics, Hoka, Mizuno, Saucony, Diadora, Errea) plus an own-brand label (DanaSport), with over 3,850 men's and 2,500 women's SKUs catalogued.

The business model is reseller-led, generating revenue through one-time purchases across both B2C and B2B channels. Retail pricing ranges from approximately €5 to over €200, with free shipping above €80, a €5 newsletter-signup discount, and an outlet section offering up to 60% off. The B2B 'FORNITURE' (team supplies) business supplies customized uniforms, training gear, and bulk equipment to roughly 20 named amateur and semi-professional sports clubs in the Friuli-Venezia Giulia region (Atletica 2000, AZZURRA Premariacco, UBC Udine Basket Club, Cjarlins Muzane, Pro Cervignano, Bisiaca Romana, FVG Women Udine, Libertas Friul Palmanova, Fiumicello 2004, Forum Julii, Manzanese, Terzo Calcio, etc.) and to two schools (CNPD Convitto Paolo Diacono, Scuola Nostra Signora dell'Orto). The company is privately held with no disclosed institutional funding, no public listing, and no headcount or revenue disclosure.

Customer-facing infrastructure includes email/newsletter marketing, organic Facebook and Instagram accounts, a sports-focused blog, SEO-optimized product pages, gift cards, Scalapay installment payments, and WhatsApp support. Distribution is exclusively domestic (Italy), with shipping offered nationwide via the e-commerce site and walk-in service through the Aiello del Friuli store. There is no evidence of international expansion, third-party marketplace presence, M&A activity, or technology investment beyond the standard Magento platform.

Name

DANASPORT FASHIONS INC.

Legal name

DANA SPORT SRL

Website

https://danasport.it

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

1–10 employees

Short description

DANA SPORT SRL (DANASPORT) is an Italian multi-brand sportswear retailer operating a Magento-based e-commerce platform (danasport.it), a physical store in Aiello del Friuli, and a B2B portal supplying team uniforms and equipment to regional sports clubs and schools across Italy.

Ownership category

akta.pro rank

Product category

Sportswear and Athletic Equipment Retail

NAICS

Sporting Goods Retailers (45911), Shoe Retailers (45821)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Athletic Footwear & Sport Apparel Retail (CRAMABAC)

akta.pro secondary industries

Team Sports Equipment & Uniforms Retail (CRAMABAE), Team Sports & On-Field Performance Apparel (CRAAAEAE)

Keywords

• Sports apparel retail
• Athletic footwear
• Sports equipment
• Team uniform supply
• Multi-brand sportswear

Headquarters

HQ city

Aiello Del Friuli

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Sales (B2C): Direct sales of sports apparel, footwear, and equipment to individual consumers through e-commerce website with pricing ranging from budget to premium segments.
2. B2B Sales (Sports Clubs & Schools): Bulk supply of sports apparel and equipment to sports clubs and schools through dedicated B2B portal and ordering system.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Danasport is a multi-brand Italian sportswear retailer that sells athletic apparel, footwear, accessories, and equipment through its e-commerce site danasport.it and a physical store in Aiello del Friuli. It also operates a dedicated B2B portal supplying customized team uniforms, kits, and bulk equipment to sports clubs and schools across Italy. The catalog spans 100+ brands (adidas, Nike, Puma, New Balance, Brooks, Asics, Hoka, Saucony, Mizuno, and others) across 15+ sports categories including running, football, basketball, volleyball, tennis, cycling, swimming, martial arts, fitness, and outdoor activities.

Product overview

DANASPORT is an Italian sports retail e-commerce platform operated by DANA SPORT SRL, offering a comprehensive portfolio of sports apparel, footwear, accessories, and equipment through its Magento-based online store. The platform serves multiple customer segments including individual consumers (men, women, children) and institutional clients (sports clubs, schools) with customized team supplies. The product range spans 15+ sports categories including football/soccer, basketball, running, volleyball, martial arts, athletics, swimming, cycling, and outdoor activities. The company operates both B2C e-commerce and B2B supply services for sports organizations, with an outlet section offering discounted merchandise. The platform features over 100 branded sportswear brands including adidas, Nike, Puma, New Balance, Brooks, Hoka, Saucony, Asics, and Mizuno.

Differentiator

Problem solved

Functional benefit

Products and services

• Sports Apparel (Abbigliamento Sportivo) Clothing items including t-shirts, hoodies, jackets, pants, shorts, tracksuits, and sport-specific garments for athletic activities, sold to individual consumers across men's, women's, unisex, and children's categories.
• Athletic Footwear (Scarpe Sportive) Sports shoes including running shoes, soccer cleats, basketball shoes, trail running shoes, hiking boots, tennis shoes, and safety footwear for individual consumers.
• Sports Accessories (Accessori Sportivi) Accessories including socks, bags, backpacks, caps, gloves, shin guards, sports balls, and fitness equipment sold to individual consumers.
• Sports Equipment (Attrezzatura Sportiva) Fitness equipment, supplements (integratori), sports balls (soccer, basketball, volleyball), medical/sports medicine equipment, and nets sold to individual consumers.
• Team Supplies / B2B Team Kits (Forniture Squadre) Customized uniforms, complete team kits (box completi), and individual player equipment supplied to sports clubs and schools via the dedicated Danawork B2B portal, including named-club pages for Atletica 2000, Azzurra Premariacco, UBC Udine Basket Club, FVG Women Udine, Libertas Friul Palmanova, and others.
• Outlet Section (Outlet Sportswear) Discounted sports apparel, footwear, and accessories sold to individual consumers with savings up to 60% off regular prices.
• Danasport Gift Cards Digital gift cards redeemable for the purchase of sports merchandise on the Danasport platform.

Quantifiable outcome

• Free shipping for orders exceeding €80
• +2 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Regional players

• Sportler: Italy-based sporting goods retailer (part of the Sportler group) with strong presence in northern and northeastern Italy, carrying major sports brands and operating both e-commerce and physical stores in the Alpine region. Direct comparable to Danasport's Friuli regional footprint and multi-sport assortment.
• Calzature Pietrasanta: Italian retailer with a long-standing e-commerce presence focused on athletic and technical footwear, including running, trail and hiking shoes. Comparable to Danasport on the Italian e-commerce sports-footwear axis, though narrower in overall assortment breadth.

Direct peers

• Cisalfa Sport: Italy's largest sportswear and equipment retailer, carrying Nike, adidas, Asics and other major brands across apparel, footwear and equipment. Directly comparable to Danasport in product mix, multi-channel (online + physical store) presence, and Italian B2C/B2B sports club focus.
• JD Sports: Global sports-fashion retailer focused on athletic footwear and apparel from Nike, adidas, New Balance and Puma. Comparable to Danasport in athletic footwear/apparel skew, though heavier on fashion-led sportswear and lighter on equipment and team-supply services.
• Maxi Sport: Italian multi-sport retailer selling footwear, apparel and equipment from international brands (Nike, adidas, Asics) through an e-commerce platform and physical stores. Highly comparable to Danasport in assortment, target segments (running, football, fitness) and B2C/B2B split.
• Decathlon: French-headquartered global multi-sport retailer selling own-brand and third-party sporting goods across apparel, footwear and equipment for 70+ sports. Most direct competitor to Danasport's broad-sport assortment model, operating in Italy both online and via physical stores with deeply integrated B2B/team services.

Broad incumbents

• adidas Italia: Brand-operated direct channel for adidas in Italy, including adidas Running and performance segments. Represents the same D2C disintermediation pressure on Danasport's third-party catalog and competes for the same Italian sportswear buyer.
• Intersport: International sporting goods retailer operating a network of franchise stores across Europe, including Italy, carrying multi-brand sports apparel, footwear and equipment. Comparable to Danasport in product breadth but with materially larger scale and global supply chain.
• Foot Locker: International athletic footwear specialist operating in Italy via e-commerce and stores, carrying Nike, adidas, Puma and other major sports brands. Adjacent competitor to Danasport's athletic footwear category with broader global scale but more limited equipment/apparel mix.
• Nike (Direct to Consumer): Global athletic brand that operates its own direct e-commerce and retail channels in Italy, competing with multi-brand retailers like Danasport for the same end consumer. Significant because Nike's growing D2C strategy is a key structural threat to multi-brand resellers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights5 records

Customer concentration

• Facebookit-it.facebook.com/danasport.aiello
• Instagraminstagram.com/danasport/?hl=it
• LinkedInlinkedin.com/company/dana-sport

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 DANASPORT FASHIONS INC.