Sport 24, the third-largest sporting goods retailer in Denmark, opened a dedicated online store for the Norwegian market on Nov. 8, in time for the Black Friday promotions and the Christmas shopping season. The digital channel already generates about 30 percent of Sport 24’s sales, which grew by one percent last year. Lars Elsborg, the company’s CEO, tells us that one of the reasons for the move is a similarity in the preferences of Danish and Norwegian customers for certain colors. Furthermore, Sport 24 has already been running a specific web store for handball products in Norway. For Sport 24, the next step may be the establishment of a dedicated online store for Sweden, where some customers already order products from its Danish website, or another country. Alternatively, it may launch an international e-commerce platform that would simultaneously cover many different countries.

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