Intersport Sweden has acquired 12 percent of Outdoorgruppen Sverige AB, which operates Tvåhjulsmästarna, one of Sweden’s largest bicycle chains. With this Intersport Sweden will now also purchase bicycles and related products through Outdoorgruppen, which has 52 stores selling bicycles and bicycle parts in Sweden.
Intersport Sweden has bought 12 percent of Outdoorgruppen Sverige AB, which operates one of Sweden’s largest bicycle chains, Tvåhjulsmästarna. WIth this purchase Intersport Sweden will for now also make its purchases of bicycles and related products through Outdoorgruppen, with 52 stores selling bikes and bike parts in Sweden.
Through this arrangement, both Intersport and Outdoorgruppen strengthen their positions in the Swedish bicycle market. Intersport, which has long been a strong player in the sports market, sees great opportunities to broaden its offer and strengthen its presence in the bicycle segment.
SGI Europe got ahold of Intersport Sweden’s CEO, Pontus Petersson, and asked a couple of questions on the importance of this move. Intersport Sweden got new owners in late summer 2024 to get things going in the Nordics.
SGI Europe: Why did you choose to become a partner in Outdoorgruppen?
Petersson: In Iintersport’s overall business, cycling is a smaller category, but we see great potential in it. By collaborating with one of Sweden’s largest bicycle chains, we’ll be able to strengthen our offer in cycling. The co-ownership of Outdoorgruppen is a natural consequence of this collaboration, as we want to be a full member. This will both strengthen our customer offering and complement our offer to franchisees. Cycling can be a very large category locally, and through this collaboration we get an unbeatable whole for independent sports entrepreneurs in both sports and cycling.
What positive financial effects do you hope to make with this within Intersport – i.e., what will you make money on through this investment? It’s somewhat difficult to make money in bicycles nowadays in Sweden, many say.
It’s not an investment of a financial nature, but we’re investing in collaboration with talented entrepreneurs in cycling.
A word from the partner
Outdoorgruppen Sverige AB, founded to help individual bicycle dealers and forest and garden stores, looks forward to the deepened cooperation, which is expected to lead to increased growth and a strengthened market position. Anders Sundqvist, CEO, is looking forward to working closely with Intersport Sweden.
“We’re delighted to have Intersport as a partner and look forward to working even closer with their team. Intersport shares our passion for offering the best products and customer experience on the market, and we’re convinced that this partnership will create long-term value for both parties.”
