Overview
XXL is one of the largest sports and outdoor retailers in the Nordics, selling sportswear, footwear, outdoor and hunting gear, bikes, ski equipment and fitness products in around 85 large stores in Norway, Sweden and Finland, and online. Since 2025 it has been controlled by the UK's Frasers Group, the owner of Sports Direct. For a sports or outdoor brand, XXL is a major Nordic retail partner, although one going through a turnaround.
Who is behind XXL
XXL was founded in Norway and grew quickly with large "megastores" combining sports and outdoor products. It was listed on the Oslo Stock Exchange, but struggled after the pandemic: its revenue fell from NOK 7.96 billion to NOK 7.18 billion in 2024. In 2025 Frasers Group, which already held a large stake, made a mandatory offer and took control of more than 92% of XXL's shares, after the investor Altor sold its stake. Frasers described XXL as a business in significant distress and warned there was no guarantee it could be saved in its current form. XXL was then delisted. The company has about 4,000 employees and a customer club with nearly 4.5 million members.
Turnaround
Under its "Reset & Rethink" strategy, XXL returned to growth in early 2025: first-quarter revenue rose 7.2% to NOK 1.67 billion, with growth in Norway, Sweden and Finland, driven mainly by e-commerce, non-seasonal categories such as running and training, and more private-label products. Under Frasers, XXL is likely to work more closely with Frasers' brand relationships and own brands. See also our Sports Direct page.
How brands can work with XXL
XXL works with brands as a retailer, buying products for its stores and online shops. A brand approaching XXL should be ready with:
- Sports, outdoor or fitness products with clear demand in the Nordics.
- Nordic-language content and packaging.
- EU and Norwegian compliance for each category, since Norway is outside the EU.
- A careful review of terms and payment security, given the turnaround.
- Supply for seasonal peaks, such as winter sports and summer outdoor.
Why XXL matters for brands
XXL has a strong position with Nordic sports and outdoor shoppers, and Frasers' ownership brings new resources and international buying power.
How eBrands looks at XXL
eBrands is headquartered in Helsinki and works with brands on marketplaces and retail channels across Europe and North America. If you want to see how XXL could sit alongside the channels you already use in the Nordics, we are happy to talk it through.
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