As part of the growing concentration of sports and outdoor retailing across Scandinavia, Friluftsland, a major Danish retailer and wholesaler of outdoor products, has taken over Playground in Sweden. Frilufstland had seven outdoor stores in Denmark and two in Sweden, but it closed one of the latter recently. Playground achieved strong recognition in the last years with its online store, as well as a physical store in Stockholm, but failed to become profitable. Friluftsland and Playground would have reached joint sales equivalent to about €18 million last year. Major synergies are expected in purchasing, administration and logistics. For the time being, both the Playground store and its online version at playgroundstores.com will continue to trade as such, but after a while they will be converted to Friluftsland. The deal comes just a few weeks after Get Out, another Swedish specialist online retailer, was acquired by Outnet, a larger rival with Scandinavian-wide ambitions (more in The Outdoor Industry Compass).

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