Sport Outlet
- Company typePrivate
- Founded2012
- HeadquartersHagavik, Norway
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
Sport Outlet firmographics
Firmographics- Name
- Sport Outlet
- Legal name
- Sport Outlet
- Website
- https://sportoutlet.no
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Ownership category
- akta.pro rank
Sport Outlet industry classification
Industry- Product category
- Sporting Goods Retail
- NAICS
- Sporting Goods Retailers (45911), Sporting Goods, Hobby, and Musical Instrument Retailers (4591)
- SIC
- Retail-Apparel & Accessory Stores (5600), Retail-Shoe Stores (5661)
- 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
Where Sport Outlet is headquartered
LocationHeadquarters
- HQ city
- Hagavik
- HQ country
- Norway
- HQ region
- Europe
Offices2 records
Markets served
Sport Outlet business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Retail Sales - Physical Stores: Revenue generated from direct retail sales through 100+ physical store locations across Norway, offering sports apparel, footwear, outdoor equipment, fitness gear, cycling products, winter sports equipment, team sports, fishing equipment, and pet supplies including dog food and accessories.
- E-commerce / Online Sales: Online retail sales through sportoutlet.no, with delivery to customer addresses and 'Klikk & Hent' (Click & Collect) options for in-store pickup.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Competitive retail pricing across all product categories |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Sport Outlet product offering
Product offeringCore offering
Sport Outlet is a Norwegian multi-brand sports retailer that sells discounted sports apparel, footwear, and outdoor equipment through 100+ physical stores and an e-commerce platform. Its assortment covers athletic wear, hiking and camping gear, fitness equipment, cycling products, winter sports, fishing equipment, team sports, and a growing line of pet supplies including dog food and accessories. The company also develops and sells exclusive own-label collections in collaboration with Norwegian athletes and celebrities.
Product overview
Sport Outlet is a Norwegian sports retailer operating as both an e-commerce platform and a network of physical stores across Norway. The company offers a wide range of sports and outdoor products including clothing (Klær), footwear (Sko), outdoor and camping equipment (Friluft og camping), sports equipment (Sportsutstyr), fitness equipment (Trimutstyr), fishing gear (Fiskeutstyr), food and beverages (Mat og drikke), winter sports (Vintersport), team sports (Lagsport), bicycles (Sykkel), and pet products (Kjæledyr). The company carries multiple own brands including Lars Monsen (outdoor and pet products), Ezinne (fitness and running apparel), DO2 (cycling products by Dag Otto Lauritzen), and Maren (dog trainer products). Sport Outlet also sponsors branded collections like Farmen (TV 2 reality show) and features licensed brands like Northug. The business model centers on offering quality sports products at low prices through both online and physical retail channels.
Differentiator
Problem solved
Functional benefit
Brands
- Lars Monsen: A brand of outdoor and hiking gear, including clothing, footwear, backpacks, sleeping bags, camping equipment, fishing gear, and dog food/products developed in collaboration with outdoor adventurer Lars Monsen.
- Maren
- Ezinne
- DO2
Companies that use Sport Outlet
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Sport Outlet technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Sport Outlet partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered flagship, core and minor.
- TV 2 (Farmen)flagshipSport Outlet is the proud main sponsor of clothing for Farmen Celebrity contestants on TV2. Farmen is a popular Norwegian TV concept where participants live on a farm without modern amenities. The partnership provides high visibility brand exposure during the TV show's run, with exclusive Farmen-branded clothing and outdoor apparel sold at Sport Outlet stores and online.
- Lars MonsencoreMulti-year collaboration with outdoor adventurer Lars Monsen to develop and sell his brand of outdoor equipment, hiking gear, and camping supplies under the Lars Monsen name. Products include technical clothing, footwear, camping equipment, and a comprehensive dog food/accessories line. The partnership follows the philosophy that 'it shouldn't cost a fortune to get out on a trip.'
- Maren Teien Rørvik (Hundetrener Maren)corePartnership with Norway's most famous dog trainer to develop and sell the Maren brand of dog products. The collection includes nutritional treats and snacks, collars, leashes and harnesses, training equipment, and engaging toys - all designed for everyday and family dogs at affordable prices.
- Dag Otto Lauritzen (DO2)coreCollaboration with former professional cyclist Dag Otto Lauritzen to create the DO2 cycling collection. The products include Luz Ardiden series, Roubaix series, and other cycling apparel and accessories. Dag Otto was involved in the entire development process from concept to prototype testing. He won Olympic bronze in 1984 and was the first Norwegian to win a Tour de France stage.
- Petter NorthugminorPartnership with Norwegian cross-country skiing champion Petter Northug for the Northug Trail Pace trail running shoe series. Northug uses the shoes himself for trail running and has collaborated on product development.
- EzinneminorPartnership with Norwegian athlete Ezinne (described as 'Norges raskeste kvinne. Noensinne' - Norway's fastest woman ever) for a line of athletic apparel and fitness products including yoga mats, training gear, and running clothing.
- Joakim KlevenminorCollaboration with outdoor adventurer Joakim Kleven for the YouTube series 'Ekspedisjon Norge' (Expedition Norway) featured on Sport Outlet's YouTube channel. The series showcases outdoor adventures using Sport Outlet products.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
Sport Outlet competitors and assessment
Company assessmentEmerging players
- Zalando: Leading European online fashion and sports platform with Norwegian operations. Represents the digital competitive threat to Sport Outlet's e-commerce channel and the pure-online model Sport Outlet must defend against with Klikk & Hent.
Broad incumbents
- Decathlon: Global sporting goods giant with proprietary brands across all major sports categories. Actively expanding in Nordic markets; competes with Sport Outlet on price and assortment but at vastly greater scale and with exclusive own-brand product IP.
- JD Sports: Global sports-fashion retailer with Norwegian e-commerce and physical presence. Overlaps with Sport Outlet in athletic footwear and apparel categories, particularly for younger and family demographics.
- Foot Locker: Global athletic footwear and apparel retailer with Norwegian operations. Comparable in the footwear-heavy portion of Sport Outlet's assortment, especially around branded sneakers and lifestyle sportswear.
Direct peers
- Sport1 Norge: Norwegian specialty sports retailer chain offering footwear, apparel and equipment across multiple sports categories. Direct Norwegian competitor to Sport Outlet with similar physical store footprint and assortment.
- XXL ASA: Norway-headquartered multi-category sporting goods retailer with physical stores across the Nordics. Closest direct competitor to Sport Outlet, sharing the discount positioning, broad sports assortment, and omnichannel model, though operating at larger scale.
- G Sport / G-Max: Norwegian sporting goods retail chain offering apparel, footwear, and equipment for sports and outdoor activities. Local competitor with overlapping product categories and customer base.
- Intersport: Global sports retailer with established Norwegian store presence offering apparel, footwear, and sporting equipment. Directly competes with Sport Outlet on assortment and physical retail, with similar brand portfolio but international backing.
Regional players
- Stadium: Swedish sports and streetwear discounter owned by H&M group, operating with similar value-positioning to Sport Outlet. Comparable business model and target customer but geographically focused on Sweden rather than Norway.
- SportSpar: Danish sporting goods discounter with a low-price value proposition similar to Sport Outlet's 'Bare lave priser' positioning. Closest analog on business model within adjacent Nordic market.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Sport Outlet social profiles
Digital presenceSport Outlet financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sport Outlet leadership team
Management profileNumber of profiles
Sport Outlet funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sport Outlet 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 Sport Outlet
What does Sport Outlet do?
Sport Outlet is a Norwegian multi-brand sports retailer that sells discounted sports apparel, footwear, and outdoor equipment through 100+ physical stores and an e-commerce platform. Its assortment covers athletic wear, hiking and camping gear, fitness equipment, cycling products, winter sports, fishing equipment, team sports, and a growing line of pet supplies including dog food and accessories. The company also develops and sells exclusive own-label collections in collaboration with Norwegian athletes and celebrities.
Is Sport Outlet a public or private company?
Sport Outlet is a private company. It is classified as unknown and is currently operating.
When was Sport Outlet founded?
Sport Outlet was founded in 2012. It employs 501 to 1,000 people.
Where is Sport Outlet based?
Sport Outlet is headquartered in Hagavik, Norway, in the Europe region.
How does Sport Outlet make money?
Two revenue lines are on record. Retail Sales - Physical Stores are the primary driver. The others are E-commerce / Online Sales.
Who are Sport Outlet's main competitors?
Zalando is listed as an emerging player. Broad incumbents are Decathlon, JD Sports and Foot Locker. Direct peers are Sport1 Norge, XXL ASA, G Sport / G-Max and Intersport. Regional players are Stadium and SportSpar.
Does Sport Outlet have an API?
No public API is recorded for Sport Outlet.
What industry is Sport Outlet in?
Sport Outlet's product category is Sporting Goods Retail. Its primary akta.pro industry code is CRAMABAC, Athletic Footwear & Sport Apparel Retail, with a secondary code of CRAMABAE, Team Sports Equipment & Uniforms Retail. Its NAICS code is 45911 and its SIC code is 5600.