Stadium, the leading Swedish sporting goods retailer, has launched a digital marketplace to give an opportunity to small and large companies to sell products to consumers, after holding discussions with some of suppliers over the past couple of years. The partners are in control of the pricing and deliver the products directly from their own warehouses, while Stadium takes care of customer service and payments. First launched in May, the new Stadium Connect platform started working with about ten partners in the summer, and it is now working properly. It has helped Stadium to broaden the assortment of products sold online to more than 20,000, compared with 7,000-8,000 in its own stores, according to Habit, especially in categories such as surfing, martial arts, fitness and equestrian sports. The new business is expected to help double Stadium’s online sales in the future.

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